Magazine article Marketing

The AA Shifts Customer Magazine into Forward

Magazine article Marketing

The AA Shifts Customer Magazine into Forward

Article excerpt

The Automobile Association is moving its customer magazine - with a circulation of five million - out of John Brown Citrus Publishing into Forward. It plans to segment the readership to different audiences for the first time.

The AA said the switch has been caused by a need to make AA Magazine, the UK's second-highest circulated title after Sky Customer Magazine, work harder as a communications vehicle.

It is keen to split the distribution, with different versions of the magazine targeted at certain interest groups, such as those who take their car on foreign holidays. The aim is to sell more AA products, especially insurance and overseas breakdown assistance.

AA sales and marketing director Clare Salmon admitted that a one-size-fits-all magazine for five million members had been a 'blunt instrument' for communicating and added that the AA had recently put a lot of work into segmenting its database through The Research Business International.

'We wanted to identify the needs and attributes of our members, so we could be much more focused in our targeting,' said Salmon. 'Forward was very direct marketing-literate and understood what we were trying to achieve across the business and not just in terms of a publishing agency. …

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