NMA launches new ad campaign

LONDON - The Newspaper Marketing Agency, the body that represents the press sector to the advertising world, will tomorrow launch a new campaign as it fights back against negative headlines around the newspaper business.

The campaign, created by McCann Erickson and featuring the work of illustrator Noma Bar, will run in the business/media sections of the NMA's member newspapers.

The NMA said it wanted use the campaign to highlight research that disproves "the myth that newspaper advertising revenue is in inevitable decline".

"The picture that is too often painted of the current situation in national newspaper advertising is unremittingly gloomy," said Maureen Duffy, chief executive of the NMA.

"But NMR ad revenue data proves that national newspapers have outperformed the market where they have invested in building and marketing a business case for advertisers," she added.

The NMA said it has conducted insight research in nine consumer categories, since it was set up in 2003, covering half of the UK's £10bn-a-year display advertising market.

It said in the half of the market with research, total display advertising spending across all media was 10% less in the year to June 2009 than in the year to June 2003, but national newspaper revenue was 1% higher, on a like-for-like basis.

The NMA also said newspapers' market share rose from 11.6% to 13.1% in those categories, while in those yet to be researched it had suffered declines.

"We are looking forward to extending our research and marketing into new sectors once conditions improve," said Maureen Duffy. "In the meantime, it is vital to continue our engagement with clients and agencies, drawing their attention to the strong case for newspapers"

The NMA's member newspapers include Associated's Daily Mail and Mail on Sunday, Guardian News & Media's Guardian and Observer, Independent News and Media's Independent and Independent on Sunday, News International's Sun, News of the World, Times and Sunday Times, Mirror Group Newspapers' Daily Mirror, Sunday Mirror and The People and Telegraph Media Group's Daily Telegraph and Sunday Telegraph.

The creative work from illustrator Noma Bar