Haymarket closes Direct Response marketing title

Haymarket has closed monthly magazine Direct Response, its second marketing magazine to shut within a year.

Launched in 1999, Direct Response was targeted at the direct marketing industry and formed part of a portfolio of Haymarket titles that included Revolution, Conference & Incentive Travel and Event.

Direct Response publisher Simon Lees told Press Gazette that the company would integrate the most popular content areas of Direct Response into its monthly direct marketing strategy magazine, Marketing Direct.

Last January, Haymarket ceased publication of Incentive Business magazine but, branded a number of pages in Promotions & Incentives magazine as ‘Incentive Business”.

Lees said of the closure: ‘In a competitive and crowded market place, we felt that we were better able to serve the information needs of the community by focusing our efforts on producing one exceptionally high-quality direct marketing strategy magazine brand.”

Two journalists have been affected by the closure. One has found a job internally and a second has moved out of London, Lees said.

Direct Response had a circulation figure of 10,000 in its last ABC audit, covering the period from July 2006 to June 2007. Of these, more than 97 per cent were controlled frees.

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