At the Newspaper Society’s Advertising Conference yesterday Hew Stevenson told delegates that ad spend in the regional sector has increased in the past twenty years. In 1992, ad spend in the regional press was higher in constant terms (at £1120m) than it was in either 1983 (£910m) or 1973 (£1020m). Hew Stevenson said, “The fact that they are now spending more with our newspapers is the strongest proof we could look for that advertising in the regional press works.”
He warned that publishers would have to fight to maintain market share in a fragmenting, although expanding, local media market place. New print products, as well as local cable and more local radio licences, mean local advertisers have lots of new advertising options. He pointed out that one of the primary strengths of press advertisements was that they “can put over a huge amount of detailed information about a product or service which TV and radio cannot begin to do.” He said he was optimistic for the future of regional press because the industry “is becoming increasingly innovative”, developing a range of local publishing products.
Newspaper Society Tel 071 636 7014
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