NS Drive For Regional And Local Press

The Newspaper Society has announced a radical shake up of its marketing operation as it embarks on a major drive for the regional and local press aimed at attracting an extra £85 million in national advertising over the next three years.

Yesterday, Wednesday 4th October, a 53 point action plan was unanimously approved by the Society’s Council. This follows an 11 month review of the industry’s marketing effort during which the views of 300 people were sought.

The key targets of the marketing strategy were:

* Stabilise and increase share of national advertising.

* Give 200 major presentations to advertiser and agencies during 1996.

* Compile 12 case studies in 1996 demonstrating regional press advertising effectiveness.

* Launch 12 major initiatives in 1996, including offering “regional power” packages and best practice programmes.

* Introduce quarterly Regional Monitor reports on industry performance and market trends.

Chris Stanley – the Society’s marketing director said “This strategy is driven by customer demands. We have spent considerable time researching what they want and have come up with a detailed and focused action plan with realistic targets. Today (4th) the industry has given us the mandate we need to carry it out.”