NS Agrees Regional Press Marketing Strategy

The Newspaper Society’s council has agreed on a marketing strategy for UK regional press for this year and beyond. Four key working groups will feed into a marketing committee formed of senior industry players to make sure efforts are co-ordinated throughout the industry.

The committee, which will be chaired by Newsquest chair Jim Brown, will steer marketing activity, focussing on developing the regional press brand. “Our industry has to work closer in many different ways.” said Brown, “We can surely build on the start already made with a constant message about the versatility and size of our industry. No-one else gets into such a number of homes and in such a friendly fashion as we do.”

Regional newspaper adspend bucked the industry trend in 2001, registering a 4.9% year on year increase (see 2001 Regional Newspaper Adspend Up 4.9%), and giving some weight to the argument that lower cost media can benefit in when times are tough for advertisers. Brown continued: “We have to make full use of the concerted powers and talent that we have available. That means chief executives and managing directors all being prepared to contribute in an industry marketing effort.”

Other marketing committee members will include senior figures from groups including Johnston Press, Northcliffe Newspaper Group and Trinity Mirror, as well as the Newspaper Society itself.

Newspaper Society: 020 7636 7014 www.newspapersoc.org.uk

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