Press Inflation Up 10% For 1996

National Newspapers must give better deals to long-term advertisers, offer added value and work together to create a “RAB-style” joint marketing initiative, otherwise the forecast rate of press ad inflation of up to 10% will be unacceptable to many advertisers. The warning comes from CIA Medianetwork, who have announced a way to beat national press inflation:

• 1. Newspapers must reward long-term contract advertisers with the best deals.
• 2. Newspapers should provide innovation and added value; ie competitions, promotions, sponsorship and one-off covers.
• 3. The national press should launch its own version of the RAB – the medium needs an efficient body, not another talking shop
• 4. More sophisticated use of existing newspaper research
• 5. Use bespoke research to achieve better value for money.

CIA is predicting inflation of over 10% for 1996, due to media owners pushing up rates to compensate for the end of the cover price wars, the continuing need for promotions and particularly rises in newsprint costs and reduced circulations.

CIA Medianetwork: 0171 633 9999