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Industry bible ALF trades print for online future

Industry bible ALF trades print for online future

After 23 years of the most up-to-date account changes, job moves and rebrands, the print edition of the iconic ALF book will be landing on desks around the country for the very last time today before making way for its new enhanced digital version.

Following 276 editions, 267,145 pages and a total of 3.8 million updates, August’s ALF edition will be its last, marking the beginning of a new digital era for the brand with the launch of the online version, ALF connect.

Launched in 1987, ALF is the market leading tool for agencies, media owners and marketing services alike. Whether it was a fiercely-guarded pristine copy or dog-eared and passed around the sales team, ALF has reflected the constant changes within the industry.

But now up-to-date information means up to the minute, and a monthly edition can no longer keep up with the frenetic pace of change in the industry.

Bernard Johnson, Managing Director of BRAD Insight, the business behind ALF, said: “As the need for information changes, ALF has to match the pace of today’s market. ALF connect is updated daily to provide our clients with the most accurate information possible.

"Though sadly we have to say goodbye to the ALF print edition, we’re confident that the decision to move online means ALF connect can respond to changes quicker than ever and continue its relevance for a least another 20 years.”

The new ALF connect boasts predictive searches, linking of brand, advertiser and agency contracts & contacts and other enhancements impossible to include in the print editions. The launch of ALF connect is part of a complete rebrand at BRAD Insight.

LF connect is just one offering in the revamped ALF Business Development Portfolio. More launches will follow as BRAD Insight enhances all of its products.


For more information, please contact: Kate Algar, Marketing Executive E: T: +44 (0)20 7728 5557

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