National newspaper publishers are about to come under intensified fire
from the UK’s biggest press advertisers over what is claimed to be the
restrictive practices used in the supply of colour reproduction
A letter will arrive next week at the offices of the Newspaper
Publishers Association from the Incorporated Society of British
Advertisers which, for ten months, has waged a campaign to end the
practice of forcing clients to use a single supplier repro house.
By railroading clients into using a single repro house, publishers force
advertisers running a national press campaign in five papers to deal
with five different houses.
According to ISBA, the practice incurs a significant accumulative
expense and so makes the use of press less attractive to advertisers.
ISBA’s letter has been signed by Barclays Bank, the Lloyds TSB Group,
NatWest, the Halifax, Procter and Gamble, Spillers and Nestle among
others. The move is backed by the Institute of Practitioners in
Dominic Owens, marketing services manager at Mercury Communications and
the head of the ISBA press committee, commented: ‘We are trying to point
out to the NPA that it is not a very clever way to encourage clients to
advertise in the national press. The long-term effect could be that
clients question whether to run press ads so frequently.’
Tim Hannon, creative services director of BMP DDB and chairman of the
IPA’s creative services committee, said the move was the culmination of
months of unfruitful campaigning. ‘Newspaper publishers have made no
effort,’ he said.
David Pollock, a director of the NPA, said: ‘This is a matter to be
addressed by individual newspaper publishers - that is what the NPA