Criticism levied against regional press advertising is being
addressed in a new manifesto from the Newspaper Society, which aims to
increase the use of the medium nationally.
The manifesto is the result of a pounds 3 million advertising campaign
launched last spring and a questionnaire which was sent to 10,000
Seven key measures will be implemented by the NS, including an online
artwork delivery system; a standards group to ensure reproduction
quality; pounds 100,000 to be spent on research, online planning and
booking systems; a database of information on sections and supplements
across titles and an internet-based system to speed up the
Chris Stanley, the marketing director at the NS, said: ’The regional
press stands on the threshold of the most exciting, significant and
concerted effort to build national advertising revenue. Never before
have we had such a clear mandate from our customers and such strong and
enthusiastic commitment from publishers to deliver solutions.’
The national advertising campaign, created by BDH TBWA, features key
industry personnel such as Andrew Robertson, the chief executive of
Abbott Mead Vickers BBDO, and Robert Ray, the joint managing director of
MediaVest . It will run for a second year after agencies and media
owners voted to continue their financial support.
Its original aim to encourage people to respond to the survey generated
a 4 per cent response rate. The survey asked for honest feedback on the
problems with regional press advertising and how it could be
It showed that the main area of concern for 39 per cent of respondents
was reproduction quality, followed by better audience research, which
was cited by 26 per cent.
The NS hopes that the new manifesto will address negative perceptions
held by the national advertising community.