Mediaforce to land Lincolnshire contract

National sales representation for the Lincolnshire Standard Group and Four Counties Newspapers is set to move to Mediaforce, following the companies acquisition by Johnston Press.

National sales representation for the Lincolnshire Standard Group

and Four Counties Newspapers is set to move to Mediaforce, following the

companies acquisition by Johnston Press.



The two regional newspaper groups, which were sold by Southnews last

week in a pounds 16.5 million deal, have been represented by Clacksons

for the last four months. Before that they were represented by CIN.



The purchase includes 14 weekly papers with a combined circulation of

just under 200,000 copies. Titles include the Boston Standard,

Gainsborough Standard, Skegness Standard, Scunthorpe TV Trader and the

Worksop Trader News. The papers will be incorporated into Johnston

Press’s North and East Midlands divisions.



Southnews only acquired the papers two months ago when it bought all the

remaining papers owned by Denitz Media, the venture capital-backed

consortium that took over the Adscene group last year. Southnews only

wanted the Kent and London newspapers that operate in its core market,

so its disposal of the Lincolnshire titles was inevitable.



All Johnston Press’s other newspapers are represented nationally by

Mediaforce.



Chief executive Tim Bowdler said he had not yet focused on the national

sales issue but conceded that consolidating the new titles into

Mediaforce was a logical step.



The acquisition provides some consolation for Bowdler, who lost out to

Newsquest in the bidding for Newscom. At the time he said that at pounds

18 per share (Newsquest’s offer), ’Newscom would not add value to our

shareholders.’



Commenting on the new competitive threat he said: ’Newsquest has paid

such a high price, it will want to extract a decent profit from Newscom.

I don’t expect it to do anything daft.’



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