Newspaper Advertising - The Creative Potential: Introduction

The idea behind this publication is to showcase some of the best newspaper advertising from around the world. And to get some of the top practitioners to share their insights with the industry.

As well as Private Views of ads chosen by leading creative directors, there are contributions from respected photographers, designers and writers. Advertisers, senior agency and newspaper people share their views on what makes a great newspaper ad, and Jeremy Bullmore offers some typically forthright advice on press advertising.

This publication is just one element of our ongoing effort to help advertisers and agencies to get the best out of the medium. Major Newspaper Marketing Agency initiatives are in place to support the advertising industry's efforts to improve creativity in newspaper advertising.

First, our creative awards scheme, the Awards for National Newspaper Advertising (the ANNAs) that launched last year. The ANNAs climax next week with the announcement of the "Winner of Winners" Award. This is the award for the best national newspaper ad of 2005. Craft prizes that place a specific focus on art direction, typography and copywriting will also be announced.

To ensure that the industry as a whole has the chance to engage with the awards, there will be an exhibition of all the campaigns nominated along with the judges' selection of their classic newspaper ads. The exhibition takes place on 27-28 January - full details are on the ANNAs website at www.the-annas.co.uk.

By throwing the spotlight on the best work through the ANNAs, we believe that the industry will be encouraged to renew its focus on print.

The NMA's Creative Workshop programme also gets underway this year. The initiative grew out of work on the NMA's advertising effectiveness project.

It evaluates the impact of both media and creative. That work has reinforced an existing belief; media choice is important, but creative is crucial.

The workshops will allow us to help advertisers and agencies to gain a better understanding of how advertising is consumed in newspapers; and how ads can work.

Our focus on creativity in print aims to get creatives and advertisers excited about the potential of the newspaper medium. This supplement is just the start.