It has appointed Carla Pall to the newly created role of national advertising manager. Pall's task will be to talk directly to advertising agencies in a bid to push regional press higher up the agenda for their clients.
Pall's appointment is the final stage of a marketing restructure at the NS, led by the marketing director, Russell Collier, who took the post last year.
Collier's aim is to help the medium grow by targeting specific national advertisers and promoting the strengths of regional press beyond its traditional areas such as property and recruitment ads.
Pall joins the NS from Meridian Outdoor Advertising, the outdoor arm of ZenithOptimedia, where she ran accounts including Toyota, Puma and Kraft. She previously worked in the marketing department of Amra.
The NS has been working to increase the number of national advertisers using regional press with a series of case studies and events. Total spend in regional press is £2.8 billion.
The announcement of Pall's appointment coincides with COI Communications' decision to divert a greater percentage of government spend into the regional press.
Collier said: "The Newspaper Society has now entered a new stage in the marketing strategy. We have proved that the regional press is an effective advertising medium; now we will be focusing more on working hand-in-hand with our industry's national sales houses and targeted agencies and clients. Carla will be central to this process."
Pall said: "I am looking forward to working closely with the national sales houses to build the regional press share of advertising revenue. I look forward to getting out there and demonstrating to agencies and advertisers how much the regional and local press has to offer."