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
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
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.