Magazine boss attacks ‘illogical’ gap in ad spend

Media agencies are allocating magazines just half the share of advertising spending that the medium receives in the UK, the new chairman of Magazine Publishers Australia has complained.

Acknowledging the tough economic market, Matt Stanton – who also runs Bauer Media – told a media event to relaunch the MPA: “I don’t understand why the UK is on 8% while we are only on 4%. Agency spend has declined at double the rate of consumer spending. It does not make logical sense to us. It’s a mystery to us and something we need to look at.”

Recent years have seen organised marketing of the medium almost non existent. For a while ACP, now rebadged as Bauer after changing ownership, withdrew from the MPA and the organisation went into hibernation. In November last year, former MPA chairman Nick Chan, who runs Pacific Magazines, told a Magazine Week Mumbrella Question Time session: “We’ve done a shit job at marketing ourselves.”

Last month former Freeview marketer Robin Parkes was announced as the MPA’s new executive director. The MPA was originally launched 17 years ago.

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