NEWS: Newspaper Society signs Optimedia to regional press task

The Newspaper Society is to launch a full advertising and marketing programme to raise the profile of regional newspapers as an advertising medium and has appointed Optimedia to the business.

The Newspaper Society is to launch a full advertising and marketing

programme to raise the profile of regional newspapers as an advertising

medium and has appointed Optimedia to the business.



Optimedia has been taken on as the society’s strategic partner in

advance of the new advertising drive, and the society is now planning to

hire an above-the-line creative agency for a national campaign targeting

major clients.



Optimedia, which is itself a major spender in the regional press for

clients such as MFI and Renault, will act as a consultant to the society

and will also be the agency of record for all its media planning and

buying.



The plan is to make the promotion of the regional press comparable to

that of rival media. The Radio Advertising Bureau has an above-the-line

ad budget of around pounds 2 million and spend figures for the Newspaper

Society are likely to be of a similar size.



The marketing arm of the society is keen to re-establish the status of

the regional press among national advertisers. Its marketing director,

Chris Stanley, said that individual advertisers and agencies are now

willing to listen to the arguments in favour of the regional press. ‘But

to gain wider acceptance, we need to explore further strategic marketing

activity,’ he added.



Simon Mathews, Optimedia’s managing director, said the win was a

testament to the strength of the agency’s regional media resource.



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