A group of London-based independent magazines are to pool their resources in a bid to overcome the commercial difficulties faced by lone titles. Plan B, Little White Lies and Huck magazines have announced a strategic partnership to bring together elements of their advertising and publishing departments. Former IPC Ignite executive Nick Taylor, who currently handles advertising sales for Plan B and Marmalade, and Plan B publisher Chris Houghton will oversee the move. In June, the duo launched a consultancy service for independent publishers to work with on advertising sales and bespoke events. Houghton said the initiative was based on the feeling that independent publishers tended to be creatively strong, but weaker on the commercial side. He said: "This partnership is on one level an acceptance that it's difficult for independents to survive in the marketplace, but it's also a realisation that by working together we can share costs and overheads, and also use the commonalities between the titles to approach certain advertisers with a pitch that's far more powerful than each title could individually." The venture will concentrate on advertising and events before branching into marketing, subscriptions and distribution, with the magazines retaining control of core advertising in their respective sectors of music [Plan B], surfing and skateboarding [Huck] and film [Little White Lies].
The move follows in the wake of the Indy&Ink initiative — "an international society of publishers" set up for indies to share experience, resources and contribute to each other's titles.