Food manufacturer HJ Heinz is to stop using TV advertising this year in favour of direct marketing. The company’s chairman and chief executive Tony O’Reilly believes that mass marketing is giving way to more targeted selling techniques. Heinz has built a database of 5.6m homes which it plans to use to send out discount vouchers. The Heinz account is one of the longest established in TV advertising.
GRAMPIAN PROFITS
Grampian Television has announced an 18% increase in pre-tax profits, to £3.8m for the year to the end of February. Turnover was down slightly to £20.53m, compared with £20.62m in the previous year.
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