Regional Press Unite To Gain In National Advertising Market

According to the Newspaper Society, the regional press have joined forces in an effort to claim a bigger share of the national advertising market. The £3 million a year marketing campaign has been proposed for launch in 1999, with a high profile campaign.

Recently, the Newspaper Society stressed the importance of using the regional press in national advertising and marketing campaigns (see Newsline), and this development illustrates the possibility of a reciprocal relationship between the various media.

The project reportedly has the support of 95% of the industry, and the campaign will run across trade press and regional press advertising, direct mail, PR and promotional literature. The five agencies who have been invited to pitch for the campaign are Faulds, BDH, IMP, CMB, and Smith Bundy Carlson.

Charles Ross is national development manager of the Newspaper Society, and will be co-ordinating the campaign. He commented: “This is a watershed for the industry; a chance to demonstrate the importance and effectiveness of the regional and local press to national and local advertisers, and a chance to place our medium firmly on the agenda of senior marketeers.”