Amra sets up press group for regionals to boost standards

The regional press is aiming its guns squarely at national newspapers with the launch of an initiative designed to bring greater cohesion and conformity to the UK’s regional newspapers.

The regional press is aiming its guns squarely at national

newspapers with the launch of an initiative designed to bring greater

cohesion and conformity to the UK’s regional newspapers.



The initiative is being launched by Amra, the regional press sales

operation owned by Trinity Mirror, and sees the launch of the first

cross-publisher steering committee for the regional newspaper

industry.



The aim of the steering committee is to examine and, hopefully, agree a

standard approach to a wide range of industry issues, such as national

rate reviews, advertising positions, credit control and voucher copy

management.



The steering group includes all of the titles represented by Amra and

accounts for 27 per cent of the regional press, including 22 daily

papers and 175 weekly titles.



According to Mike McCormack, the chief executive of Amra, this is the

first time such a broad portfolio of publishers has worked together to

develop a concerted approach to the national market. Advertisers and

agencies have often criticised the regional press for making it

difficult for national advertisers to use the regional medium.



’As the steering group members are senior executives, all directly

concerned with sales, we have a tremendous opportunity to make the

critical difference by tackling advertisers’ objections with swift and

possibly radical action,’ McCormack explained.



Proposed initiatives include regular forum meetings for advertisers and

agencies to discuss regional press issues, co-ordinated regional links

with national advertisers and new packages and test campaigns to

demonstrate the case for regional newspapers.



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