MPA subscribes to Rosenbaum, names her PR VP

NEW YORK: The Magazine Publishers of America finally ended its search for a VP of PR last week, luring Linda Rosenbaum from Bates Healthworld.

NEW YORK: The Magazine Publishers of America finally ended its search for a VP of PR last week, luring Linda Rosenbaum from Bates Healthworld.

NEW YORK: The Magazine Publishers of America finally ended its

search for a VP of PR last week, luring Linda Rosenbaum from Bates

Healthworld.



Rosenbaum will be responsible for raising the visibility of magazines as

a communication and educational medium. She will also manage the PR

activities of the MPA’s Washington, DC government affairs office, which

is currently engaged in a dollars 10 million campaign to stall possible

postal-rate increases. Her other responsibilities will include managing

PR related to tobacco advertising and literacy programs.



Rosenbaum was previously managing director of the PR and custom

publishing divisions at Bates Healthworld and an SVP in Edelman’s

consumer products division. During her career, she has worked on the

launches of consumer products (Surf detergent) and pharmaceuticals

(bladder control treatment Ditropan).



’I have a broad consumer-product background as well as a sense of the

advertiser’s point of view,’ she said. ’Obviously that’s really critical

here, since part of our mission is to promote magazines to advertisers.

This (job) was a perfect way to take my varied experience and apply it

to something important.’



Rosenbaum added that she plans to make PR a more integral part of the

MPA’s marketing mix. ’Sometimes there’s a tendency to think that PR

focuses on media relations,’ she explained. ’I want to make sure that

the definition is broadened.’



Rosenbaum will report to MPA president Nina Link. The organization is

also looking to complete its marketing team by hiring a replacement for

former EVP of advertising and PR Christine Miller, who recently departed

for Discovery.com.



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