The Newspaper Society has unveiled the first stage of a pounds 3
million marketing campaign which uses leading industry figures to
promote the benefits of advertising in regional press.
The print campaign, created by Ken Davies and Jeremy Clark at BDH TBWA,
will run in trade magazines such as Campaign and The Grocer, as well as
across regional press titles from 19 April.
Advertising and media luminaries such as Rupert Howell and Christine
Walker will feature in the green-tinted ads, which show them enjoying a
local newspaper as part of their daily routine.
The ads, which try to change people’s perceptions of the regional press,
are the first part of a three-stage campaign. The second phase is a
questionnaire sent to more than 20,000 key players in the advertising,
media and marketing industries which will form the basis of a manifesto
of commitments for the regional press. The third stage is the manifesto,
which will be launched at the beginning of next year.
The campaign, funded by regional publishers, aims to communicate that
one in four of British adults reads a regional newspaper, while changes
are being made to make the regional press an easier medium to work with.