Agencies And Mags – New Understanding

At the meeting last Friday held by the IPA and PPA, and attended by agency buyers and magazine sales managers, new ways were called for to improve efficiency and better understanding between the two groups.

The delegates’ suggestions, which will now be looked at by both IPA and PPA involve the development of best practices guidelines, the generation of comprehensive magazine case histories, more research and interactive magazine/ agency training. Peter Dear, PPA deputy chief executive, said, “Both sides came away with a better appreciation of the other’s point of view”.