Fraser was previously director for magazine papers at UPM, but left when the papermaker restructured its UK operations at the beginning of the year.

He will join Gould's UK business in the newly created position of sales director, magazine sector, next month.

Gould UK managing director Alan Badcock described the appointment as "significant" and indicative of the firm's ambitious growth plans.

"Mills are dramatically cutting back on personnel who have direct contact with customers. Graham, with his mainstream publishing experience, brings a wealth of knowledge and a new dimension to our offering," he said.

US-headquartered Gould has worldwide sales of around $1.4bn (£950m). Over the past five years, its UK business has grown in size from £30m to £90m.

Fraser will take up his new role on 11 May. He said: "Gould has a great team and is a truly global company with all the benefits that brings.

"I believe there are huge opportunities to bring added-value supply efficiency to the newspaper, magazine and catalogue publishing industries, and I'm hugely delighted to be joining them."