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Article: Custom-fit deal for Forbes, WPP; Custom publishing venture could spur like moves by media companies, agencies.(Brief Article)
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- BtoB
- Article date:
- May 14, 2001
- Author:
CopyrightCOPYRIGHT 2001 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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A new custom publishing unit formed by WPP Group plc and Forbes Magazine Group will likely spark similar deals between ad agencies and publishing companies eager to jump into a market that currently generates at least $1 billion in annual revenue.
WPP, which vies with Omnicom Group Inc. to be the biggest advertising agency in the world, and Forbes Magazine Group formed their Custom Media Group in late April. Terms of their deal weren't disclosed.
The group will guide clients through the entire publishing process: market research, editorial, design, ad sales, print production, circulation and distribution and Internet communications. The venture will ...