NMA Announces Effectiveness Study

Newspaper advertising looks set for a shake-up following an announcement by the Newspaper Marketing Agency of an investigation into the effectiveness of advertising within the medium.

Newspaper advertising has been in focus recently, last month the ISBA called on press advertisers to demand ‘verification of appearance’ following estimates that more than £550 million worth of newspaper and magazine ads do not appear as booked. The Media Research Group also drew attention to the medium with a survey revealing almost half of media industry professionals believe research currently used to measure the effectiveness of advertising is inadequate. The NMA’s latest drive to clarify newspaper advertising data will run for 12 months, examining the effectiveness and Wireless Group: 020 7269 7180

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