Magazine article Marketing

Threat to Turn off Titles' Life Support

Magazine article Marketing

Threat to Turn off Titles' Life Support

Article excerpt

Threat to turn off titles' life support

Magazines in the medical and health sectors have had a narrow escape from losing National Health Service (NHS) advertising on which their viability depends.

Unsuspecting journals such as the Lancet and the Nursing Times have been in imminent danger of their lifeblood being cut off by government cost-saving plans.

Although the move has now apparently been shelved, health secretary Kenneth Clarke was attracted to the idea of "privatising" all NHS advertisements in the hands of a single publisher.

Instead of columns of NHS job ads helping to prop up a variety of professional journals, Clarke looked at channelling all NHS ads into a single publication for free insertion in return for monopoly rights.

With over a million on its books, the National Health Service is Europe's biggest employer.

The ads are placed independently by some 220 health authorities throughout the UK. Many others are financed indirectly by the NHS. …

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