Australia’s Business Publisher of the Year, Sterling Publishing (Sterling), can now reveal it has been selected by the Institute of Public Accountants (IPA) to drive the relaunch of its media brand Public Accountant.
The IPA, formed in 1923, is one of Australia’s three legally recognised professional accounting bodies with more than 35,000 members and students in over 80 countries.
The association connects its members and the wider accounting sector with Australia’s bourgeoning SME market – a key driver of the economy and a major employer of the nation’s workforce.
A key resource and communication platform for the IPA, Public Accountant delivers members the latest strategy, insights, thought leadership, compliance and IPA news and across print, digital and social channels.
The new partnership will see Sterling work with the IPA to manage the editorial, sales, printing and distribution of the IPA’s bi-monthly journal, Public Accountant, along with the editorial, sales, digital development and strategy for the IPA’s ‘hub’ www.pubacct.org.au.
According to Alex Whitlock, group publisher of Sterling, the collaboration leverages Sterling’s editorial expertise, sales capabilities, publishing know-how plus extensive reach across related professional and financial services communities.
“The IPA is a trusted, respected and established organisation that shares many of the same values as Sterling – a focus on professional education and excellence, transparency and supporting the SME sector.
“In partnering the IPA I’m confident in our collective ability to increase member engagement but also help promote the IPA to a wider audience of related professionals and stakeholders,” he said.
Sterling has now delivered the Public Accountant’s October/November 2015 issue, plus launched its new-look digital hub www.pubacct.org.au.
The hub is committed to delivering members daily news, analysis and commentary on issues relating to accounting, the wider economy and the SME sector. It also includes expanded content including features, updates from the IPA, videos, polls, thought leadership, opinion and regular blogs.
The mobile optimised hub is also fully integrated with the IPA’s social media channels, allowing readers to access and share articles and commentary.
IPA chief executive officer, Andrew Conway, said the selection of Sterling is the culmination of a competitive tender process to identity the best media organisation to partner the development of its publishing assets and member communications.
“Our objective is for the IPA to be a world leader in accountancy and SME thought leadership, and our digital hub – combined with our print title Public Accountant – paves the way for truly meaningful, and at times provocative, dialogue on the big issues.
“The accounting world is constantly changing and these platforms provide a dynamic way for IPA members, their clients, colleagues and others to interact.
“We welcome the new relationship with Sterling and look forward to working with the company to help energise the way we connect and communicate with our members, the SME sector and stakeholders,” Mr Conway said.