PPA forges industry standard with new IDM qualification for magazine marketers
Released 09 October 2000: A new qualification, the Periodical Publishers Association (PPA) Certificate in Direct Marketing, is being piloted today at The Institute of Direct Marketing (IDM). Sponsored by Royal Mail as part of its Publishing Excellence initiative, the qualification was developed jointly by the IDM and the PPA in a bid to set an industry-wide standard for periodical marketers.
The highly specialist qualification covers subscription economics, creativity and customer relationship management for online and offline publications, and is aimed at a junior-executive to middle-management level of staff. The first intake of delegates consists of representatives from a number of high-profile publishers, including Reader's Digest, Time Incorporated and The Economist Group.
Ian Locks, Chief Executive of the PPA, says, "We expect this new certificate to become the standard bearer for the periodical publishing profession, and I would personally encourage any subscriptions professional to attain it as part and parcel of their career progression. The framework of the Certificate is built upon competencies that we at the PPA have identified, and so it is finely tuned with the marketing know-how necessary to succeed in today's publishing environment."
Fidelma Haverty, Director of In-Company Training at the IDM, adds, "The course comes at a very competitive time for the publishing world, with the growing number of online and offline publications creating a hitherto unprecedented level of competition. The PPA has recognised the threat which this poses to its members, and this Certificate will go a long way to providing a competitive edge."
Speaking on the course are Iain Pulley, a former Subscriptions Marketing Manager at Reader's Digest who now runs his own consultancy; Jane Cave, who is also a freelancer but previously worked for Centaur; Lesley Godwin, who launched Which? Online and was most recently Marketing Director of the Readers Union; and Roger Millington, a former Creative Director at Wunderman who now speaks at a number of events worldwide alongside running his own consultancy.
The Certificate comprises five modules, which are being taught over five months at the IDM. The assessed element consists of two assignments and a final exam. To find out more about the qualification, call the IDM's In-Company Training department on +44 (0)20 8614 0273.
Note to editors
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About the IDM
Founded in 1987, The Institute of Direct Marketing is recognised as the fastest-growing marketing institute in Europe and has a worldwide reputation for the quality of its professional development, training programmes and membership services. Additional activities include events, awards, research, information services and consultancy. Find further information on the IDM by visiting www.theidm.com.