Celebrity upstart In Touch boosts PR effort

NEW YORK: Celebrity news magazine In Touch Weekly has named Mark Allen & Co. its agency of record.

NEW YORK: Celebrity news magazine In Touch Weekly has named Mark Allen & Co. its agency of record.

A New York PR firm specializing in publishing, television, and music, Mark Allen & Co. orchestrated the five-month-old magazine's highly publicized launch and will continue to seek TV and print publicity.

In Touch's breezy approach to its subject and its early newsstand successes have already been featured on a several celebrity-driven TV news programs and in a number of publications, including the New York City daily newspapers and, most recently, USA Today.

"The proof is in the pudding," said Suzanne Lyons, PR manager for Bauer Publishing, publisher of In Touch. "There have been some amazing placements."

The attention has been a boon for a newcomer to a market already dominated by People and Us Weekly.

Earlier this month, Bauer announced it would ramp up the magazine's rate base from 250,000 to 300,000 beginning with the April 7 issue.

"Our focus has been helping them build a very powerful brand," said Mark Pasetsky, president of Mark Allen & Co. "It's not only about getting clips.

It's about establishing In Touch with readers."

Pasetsky said his agency will continue to work to differentiate In Touch from its competitors, honing a niche as "a positive, upbeat look at celebrities for women in their 20s and 30s. No other publications on the market does that," he said.

One rival said In Touch's entry into the fray hasn't affected its game plan.

"Their launch has not affected People's PR successes in any way," said Dianne Jones, associate director of public affairs. "As always, we strive to get the highest quality exposure for our magazine."

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