LETTERS.

CONTRACT PUBLISHING

Conde Nast will find contract publishing is a challenging field

I read with some amusement and considerable incredulity the frothy ambitions of Conde Nast in the accountable world of contract publishing (Campaign, 18 May). Up until this year, some of its senior executives have been disparaging about contract magazines. Why now do they turn their attention to them? Perhaps they have recognised the growth in the market but are not aware of the real reasons behind this. Conde Nast's somewhat naive pitch seems to be to suggest that it will do it better than anyone else. Will clients fall for this? I don't think so; they require creative and cost-effective solutions, not glossy spin.

Conde Nast failed in its pitch to win one of the most prestigious contracts in BA's High Life. Will its new recruit from Fleet Street, Susan Douglas, fare any better? Not in my view if she condemns other contract publishers. She has the temerity to say: "We have to elevate the game and make the quality of journalism better -- it's often seen as the poor cousin to newspapers and magazines." Where has she been? Has she ever studied the research commissioned by the Association of Publishing Agencies or read the customer magazines that use many of her former Fleet Street collegues as contributors? It should be said that these journalists are only used when they can complement the skilled and experienced journalists employed by contract publishers.

The entry cost of contract publishing has traditionally been low, but now with considerable competition and a degree of maturity in certain sectors this is not so much the case. Clients also demand measurable results. The IPA's members have long recognised this and have most recently introduced a research charter and research guide for its members (not currently including Conde Nast) and members' clients. Perhaps Campaign has it right in commenting on Douglas "... you wonder how long she will park her slender frame in Hanover Square". Not long, I think, when she realises the sheer professionalism she is up against in true experienced Contract publishers. Personally, I wish her well, provided she is aware of where the real potential lies. Much of our activity at Dennis & Beyond and the APA's promotional activity is geared to informing clients of the results that magazines can and do achieve. Adding value to a client's marketing proposition is where much of our effort should be centred, rather than trying to knock other publishers on an ill-informed and insulting superior quality ticket.

Duncan Grant Dennis & Beyond London W1

CROSS-MEDIA