NS report targets display ad sales

The regional press aims to increase its 4 per cent share of national display advertising with a series of initiatives revealed in a Newspaper Society report titled Now.

The regional press aims to increase its 4 per cent share of

national display advertising with a series of initiatives revealed in a

Newspaper Society report titled Now.



Although the regional press is the UK’s second largest advertising

medium with annual billings pounds 2.4 billion, national display

accounts for just pounds 247 million.



The 18 initiatives aim to make access to the regional press easier and

cheaper and are in response to research which the NS conducted among

10,000 customers last year.



The research revealed the most widespread complaint to be reproduction

quality, followed by audience research.



The key initiatives, all scheduled for this year, are an artwork

delivery system costing pounds 1 million, access to planning systems via

the internet, online booking costing ’well over pounds 100,000,’ a

database of supplements and sections for 1,300 newspapers.



Also proposed are a web-based voucher delivery system, advertising

effectiveness research costing pounds 100,000 and a cross-industry

reproduction standards group.



The NS has succeeded in getting all the big regional media owners to

commit to the initiatives and to fund the artwork delivery system.



The NS working party that developed the initiatives comprised sales

directors and senior figures representing 60 per cent of the industry.

These were Newsquest’s Gary McNish, Mediaforce’s Malcolm Denmark,

Trinity Mirror’s John Eccleston, Northcliffe’s Alison White, the

Manchester Evening News’ Mark Rix and RIM’s Mark Soden.



NS marketing director Chris Stanley said: ’The consultation exercise was

the largest our industry has undertaken. This is the turning point and

it is time to start delivering a range of solutions.’



Carat regional media director Julia Bean responded positively to the

initiatives and particularly welcomed the artwork system and the

advertising effectiveness research.



’The artwork delivery system is invaluable,’ she said. ’Many of our

clients are committed to the medium but artwork costs can be high.



Specsavers, for example, might have to send out 400 pieces of artwork

for a national campaign. If barriers such as these are removed, it will

certainly encourage our clients to use the regional press more.’



However, two complaints that featured high on the list that cannot be

easily addressed by the NS are editorial content and poor industry

profile.



Analysis p9.



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