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Breaking with tradition, the American Business Press has hired a publishing outsider with a strong marketing background as the trade group's next president.

The appointment of Gordon T. Hughes II, most recently president of the marketing division at the Outdoor Advertising Association of America, comes nearly a year after John Emery said he would step down from the $225,000 a year job when his contract expired May 31, 1994.

When Mr. Hughes starts his job July 5, one of his first tasks will be determining how to spend $1 million budgeted for marketing purposes over the past year but never spent.

"We have a war chest, and we're going to use it," said Mr. Hughes, who expects to work with an ad agency to develop a campaign around the theme "First read."

An early 1995 break date is expected; no agency has been named yet.

Mr. Hughes pledged to stress marketing and to raise the profile of ABP, representing 730 business-to-business magazines.

"The old rules are gone," he said. "You can't do business as you've done it before."

During his 21/2 years at OAAA, Mr. Hughes hired Carmichael Lynch, Minneapolis, to develop the association's trade campaign. Before that, he was with CBS from 1966 to '91 in a variety of capacities including VP-marketing for CBS stations and as a producer for sports and entertainment specials.

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