Bailey Says Brands Not Mags For IPC’s Future

IPC’s strategy for the future will involve a name change from IPC Magazines to IPC Media. The name change, which comes alongside a revamped company website (left), is to reflect a new focus on media brands rather than magazines and will see the definition of five core markets within the company: Women, TV, Home and Garden, Leisure and Men’s Lifestyle & Entertainment. A similar strategy of promoting brands rather than individual products has also begun to emerge recently at Emap (see EMAP And Channel 4 Unite In Digital Venture).

Plans outlined this week have resulted from a strategic review, initiated by IPC chief executive Sly Bailey when she took up the position in December last year (see Matthew Retires As Chief Executive Of IPC Ahead Of Floatation). Announcing the current changes she said: “Our strategy is designed to expand our horizons and unlock value within our brands, capturing a greater share of consumer spend in our designated markets.”

A fore-runner to today’s commitment to brand marketing was the appointment two weeks ago of IPC’s first group marketing director, Philippa Brown (see

The new structure will see IPC Music & Sport begin to focus solely on men’s lifestyle and entertainment, under new managing director Mike Soutar (see Mike Soutar Takes Over At IPC Music and Sport). Meanwhile IPC sports titles will move into the remit of Country and Leisure. Gardening and home interest titles will be brought together in the recently restructured IPC SouthBank (see IPC Southbank Undergoes Restructure).

The new strategy also promises “a dramatic acceleration of new initiatives across the entire business.” The first of these to make an appearance will come from IPC Electric, the company’s online and new media section. Following on from the success of women’s portal www.beme.com, this week will see the launch of www.decanter.com, a specialist wine site which will include a comprehensive database of the world’s best wines.

IPC: 020 7261 5000