Regional Newspapers: Powerful Players In Multimedia Future

Standards of creativity are increasing all the time; new data transfer technology has the ability to revolutionise advertising in the same way that new printing technology had revolutionised the rest of the process, delegates to the Newspaper Society’s annual advertising conference, held in Newcastle this week, were told.

Newspaper Society president Gerry Holbrook, managing director of Yorkshire Post Newspapers told the conference, “Far from being the victims of the future, we can be the creators. If we are to take advantage of the opportunities it offers, we will need to set the agenda.”

But while the emphasis was on new technology, regional press had to ask how that technology could be used to strengthen links with the advertiser, to better serve the needs of the customer, and to improve the relationship and build the business. “We need to offer solutions, packages to deliver customers through a whole range of media, from electronic mail to the letter box, from the niche to the mass market”. Newspapers had to enter into partnerships and joint initiatives to provide the services the advertisers required.

“There must be less emphasis on selling space and more on solutions as we continue our tradition of offering effective and accessible advertising, ensuring continued growth in revenue, share and profitability”, said Holbrook.