The Word to close despite demand for services

Cross-company regional press sales house The Word will be wound up at the end of the month despite continued demand for its services.

Cross-company regional press sales house The Word will be wound up

at the end of the month despite continued demand for its services.



The Word is funded by subscription payments from its member newspaper

groups. It was founded in 1988 to offer media agencies a single buying

point for the regional press, and to attract national advertising. In 11

years it generated more than pounds 30 million of advertising revenue

and pulled in international brands such as McDonald’s, Compaq and

Nescafe.



The Word attributed its demise to the ’improved offering’ of the

regional press, arguing that ’the need for a single sales house to

represent a disparate group of publishers has diminished’.



But it is hard to find anyone who agrees. The Newspaper Society has been

quizzing advertisers and agencies since September to get their views on

the regional press. It is thought many still consider a single buying

point to be vitally important. The society’s Action Manifesto - which is

likely to include the need to simplify the regional press buying process

- is set to launch on 29 February, just hours after The Word is due to

be wound up.



It looks more likely that The Word was undermined by a lack of support

from certain large newspaper groups.



The Word’s chief executive Gavin Caldwell resigned last year. It is

thought that he wanted to expand the company’s remit but could not get

the board’s support.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).