Amra Sets Up Regional Press Industry Board

Amra, the regional newspaper sales house, has launched the first cross-publisher steering group to set down standards for the regional press industry. The initiative is the first of its kind and aims to break down the barriers, as cited by national advertisers, in using the regional press.

The group will meet every two months to agree the standardisation of industry practices, covering issues such as national rate reviews, advertising positions, voucher copy management and credit control. It will look at topics relating to revenue and income and will build on the campaign by the Newspaper Society to demonstrate the efficacy of regional press as a medium.

Members of the board include representatives from all Amra titles, which account for 27% of the regional press, including 22 daily papers and 175 weekly titles. Amra is owned by the UK’s largest regional newspaper publisher, Trinity Mirror (see Trinity And Mirror Expected To Merge Sales).

Chief executive of Amra, Mike McCormack, explained the reasons behind the initiative: “The regional press’ share of national advertising revenue has remained fairly static over the last few years and a key objective will be to drive it upwards… As the steering group members are senior executives, all directly concerned with sales, we have a tremendous opportunity to make the critical difference by tackling advertisers’ objections with swift and possibly radical action.”

Currently the regional press takes a 4% share of national advertising, worth about £240 million. Amra secured its first national campaign in the regional press earlier this year (see Amra Secures First National Campaign In Regional Press)

Regular forum meetings for advertisers and agencies are planned and co-ordinated regional links with national advertisers as well as pioneering packages and trial campaigns will aim at moving forward the whole regional industry.

Amra: 0171 820 1000