NMA Uses Official Launch To Unveil New Research
The Newspaper Marketing Agency (NMA) had its official launch yesterday and finally unveiled its wide ranging strategy to promote the benefits of advertising in the national press.
The new industry body, which is the result of collaboration between the UK’s main national newspaper groups, also released the findings of its first major piece of research, which takes the form of an in depth study into the readership habits of sports fans and their opinions on advertising on the back pages of newspapers.
The research shows that the sports pages of the national press offer advertisers a “unique opportunity” to reach key male audience, with 54% of ABC1 men aged between 18 and 59 claiming to read the back pages first.
It also shows that one in three respondents, with an interest in football, rugby, golf, cricket and Formula One, spend over 20 minutes a day reading the sports pages, which they view as virgin marketing territory.
The NMA plans to work with advertisers and agencies to maximise the marketing potential of the sports pages during major sporting events, such as the Rugby World Cup 2004 and the Athens Olympics.
As part of this initiative, national newspapers will now offer two specially created advertising packages during the Rugby World Cup. The first will target 16 to 34 year-old men and the second ABC1 males. Each package guarantees a full page ad site place opposite World Cup editorial for advertisers willing to commit in advance.
Maureen Duffy, chief executive of the NMA, said: “Our research shows advertisers can share this world – offering them an unrivalled opportunity to target key male audiences in a cost effective way. As part of a multimedia campaign the inclusion of newspaper sports pages for this audience extends and enriches the campaign’s message.”
The NMA has also launched its official website, www.nmauk.co.uk, which has been designed to allow advertisers, creatives and agencies to view the latest research and case studies. The website will be the NMA’s primary communications tool and is the result of an industry-wide consolidation, which identified the need to inspire fresh creativity and push newspaper advertising up the agenda.
Earlier this month the NMA announced a significant expansion of its team, with the appointment of former Mindshare Worldwide managing partner Nigel Bromley to the key role of senior marketing manager (see NMA Boosts Team With Senior Marketing Appointment).
NMA: 0207 887 6112 www.nmauk.co.uk
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