Cryptic crossword clue
Commercial manager initially coming in is behind his publications 3,4

The most common and most likely answer to this crossword clue is the 3 plus 4 letter word LAD MAGS

I've seen this crossword clue in The Times
L
A
D
M
A
G
S

Buddy explains!

The straight part
We know that "his publications" is the straight/definition part of the clue. The straight part is often a synonym or definition, in this case his publications = lad mags.
The cryptic/wordplay part
In cryptic crossword there's often an wordplay/cryptic part as well.
This part involves a more complex hint, such as an anagram, homophone, hidden word, etc.
Sadly, We don't have an explanation for this specific crossword clue yet.

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