PracticeConsultingInstitutes – ICA defies magazine critics

Institutes - ICA defies magazine critics

The English ICA is pressing ahead with twice-yearly publication of its magazine for small and medium-sized businesses, despite the storm over its first edition in June, reports Chris Quick.

It plans to publish the next edition of Winning Business Strategies this month and the first of next year’s in May.

The 250-page first edition came under fire for its content and the way distribution was handled, particularly from the UK 200 group of accountants.

The UK 200 group has its own quarterly magazine, Managing Your Business aimed at the same market.

UK 200 said the institute’s publication had squeezed its advertising revenues, forcing it to find a new publisher.

Michael Sheppard, a partner with Wylie & Bisset and chairman of UK 200’s PR committee, said: ‘We have had to take desperate steps because our publisher withdrew.’

He emphasised, however, that a new publisher was about to be appointed and that the magazine would continue.

He added: ‘We don’t mind reasonable competition but we were not impressed with the institute’s effort.’

Institute marketing manager Kate Winter said it had taken on board criticism about the magazine’s content and distribution, and would not send it to anyone who didn’t want it.

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