Manifesto plays up regional press

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.

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

industry figures.



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

voucher-delivery process.



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

improved.



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.



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