MEDIA: PA picks Appleyard as head of features

The Press Association has appointed Mandy Appleyard to the newly created role of head of features. She will oversee the news agency's feature output, which covers topics such as health, personal finance, property, lifestyle, music, TV and celebrity.

PA, which bought Central Press Features in November 2002, aims to expand its customer base by targeting magazines, said head of business development Tony Watson.

'Traditionally, PA's feature output has been directed at customers such as the regional press,' he added. 'But there are commercial opportunities to sell into the magazine market. Mandy's role reflects PA's intention to develop a serious features business.'

Appleyard, who joins on 20 October, will work alongside newly appointed celebrity editor Jackie Brown. She is also expected to review PA's wire operation, by which it delivers features to customers.

'We need to go back to customers and say: "is it targeted right?",' said Watson.

Appleyard, who is currently freelance, has written for a number of the nationals and was previously features editor of the Daily Record.

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