ISBA Conference: ISBA aims to double membership and revenue by 2001

ISBA is pushing ahead with plans to almost double its membership and revenue in the early years of the new millennium.

ISBA is pushing ahead with plans to almost double its membership

and revenue in the early years of the new millennium.



The current subscription list of more than 300 advertisers is already 40

per cent up on three years ago, and the society wants to drive it to 500

by the end of 2001.



A successful recruitment campaign would also boost ISBA’s annual income

from the present figure of pounds 1.4 million to pounds 2 million.



ISBA chiefs believe the target is achievable on the back of recent

successes which they claim have proved the benefits of collective

action.



In particular, they cite the ad industry’s victory in the marathon

dispute which led to a commercials boycott by members of Equity, the

actors’ union, and ISBA’s lobbying of the Independent Television

Commission for News at Ten to be moved.



Peter Blackburn, ISBA’s president and Nestle’s UK chairman, admitted the

stand-off with Equity had ’caused many of us some pain’.



But he told the conference: ’We should take credit from the fact that

our collective resilience is paying dividends with significant

reductions in the disproportionately high costs we were previously

paying for voiceovers.’



And he also questioned the need to renegotiate the 1991 agreement

between employers and the union, the expiry of which led to the

boycott.



’Our view is that we now have a free market within which we can

negotiate for and properly reward the talent that helps us make our

advertising effective,’ Blackburn said.



He described the success over News at Ten as ’a big out-of-the-ground

six, an unexpected triumph against overwhelming odds’.



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