C-E'S CUSTOM PUBLISHING UNIT IS BOOMING: AEGIS ADDS 8 TITLES IN '97 TIED TO SPECIFIC MARKETERS

By Published on .

Most Popular
C-E Communications' Aegis custom publishing division has added eight titles this year, boosting the total output of the unit of the Warren, Mich.-based shop to 30 magazines with a worldwide, annual circulation of 50 million.

C-E is part of the Interpublic Group of Cos., and Aegis shares leading clients such as General Motors Corp.'s Chevrolet division, Farmers Insurance Group and DirecTV with sister Interpublic ad agency Campbell-Ewald, as well as other C-E divisions that handle direct mail and interactive work.

President-CEO Lou Schultz said Aegis accounted for about a third of C-E's total revenues of $284 million last year. This year alone, C-E has increased total revenues by 27%, coming on top of a 14% gain in 1996.

Mr. Schultz joined C-E from Campbell-Ewald in January 1995.

NEW BUSINESS TEAM

He pointed out that Aegis has its own new-business team, and that 30 of the shop's 90 staffers have been hired in the past two years.

"We're not trying to necessarily sell a magazine," Mr. Schultz said. "We're trying to sell solutions to . . . strategic plans."

He said he strongly believed when he moved over from Campbell-Ewald, as he still does, that marketers are moving away from traditional advertising to other methods.

LATEST START-UPS

Aegis' latest start-up magazines: DirecTV's On sports magazine, due in July; GM's OnStar Division's OnStar, for users of Cadillac's auto navigational service; GM's version of Chevy Outdoors for Chevrolet truck owners who don't fit the traditional profile of a truck owner.

OnStar debuted in 1997 Cadillac models, but it will expand to 17 other GM models in the 1998 model year. That magazine's subscriber list could grow quickly later this year.

GROWTH IN CUSTOM PUBLISHING

Custom publishing is growing because marketers and advertisers are "increasingly trying to separate themselves out of the pack with increasingly busy customers," said Sheldon Czapnik, director of editorial services for Time Inc. Custom Publishing.

Time Inc.'s unit sold more than six new projects this year.

Aegis sells ads in the magazines, which must be approved by the company they represent, said Jim Palmer, exec VP-managing director. Aegis sells about $6 million in ads annually for its magazines.

Time's custom publishing arm doesn't sell ads. But "I don't want to say we'll never do that down the road," Mr. Czapnik said.

Aegis has just two unsold ad pages out of 16 for DirecTV's On. The first issue

In this article: