Two of the UK’s three major magazine distributors – Frontline and Seymour, are to merge to “improve efficiency”. Senior figures claimed this would also bring benefits for retailers and publishers.

Messages sent to its partners on 18 February announced that Seymour, which is already owned by Frontline, will together form the new entity Frontline Magazine Distribution.

In a statement provided to Better Retailing and another sent to clients, Frontline claimed the move will ‘strengthen our commitment to magazines‘, provide retailers with one point of contact across both distributor’s titles and ‘develop sales-driving initiatives that benefit retailers’.

Frank Straetmans, CEO of the newly formed Frontline Magazine Distribution commented: “This integration marks an important milestone for our business and our industry. By bringing together our magazine distribution operations under one business unit, we are positioning ourselves to drive greater collaboration with retail, deliver exceptional service to our partners, and unlock new opportunities for growth. Our commitment to magazines remains unwavering, and we are confident that this evolution will create long-term value for our clients, retailers, and the broader category.”

The wider impact of the merger

Better Retailing understands that the new venture will mean redundancies for some staff at the merged company. A statement from Frontline confirmed that ‘consultations’ are already underway.

Russell Hughes, currently Seymour’s head of retail, is expected to become the whole group’s head of retail. Frontline’s current retail marketing manager is expected to lead the team that works with publishers to support their sales. Current Frontline retail sales director Phil Melling is penned to assume the role of retail and new business director. Senior figures including Tracy O’Sullivan, current Seymour managing director and Duncan Shearer, current client services director will also take on roles within the newly formed entity.

The statement from Frontline states that magazines “remain our core business” and that Frontline Magazine Distribution is dedicated to “ensuring a vibrant and profitable future for the category”.

Speaking to Better Retailing, a senior industry figure commented: “This has been a long-time coming so it’s not too surprising to see. This will bring cost savings but also some challenges. While nearly all the senior figures appear safe, many other team members have also been there for very long periods and are real experts. Losing that knowledge would be a huge loss for the industry as a whole. Retailers also have different fees across Seymour and Frontline and supermarkets are likely to argue strongly for these to be levelled in their favour.”

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