- The Newspaper Society has unveiled the first stage of its £3 million marketing campaign, funded by regional newspapers, which will use leading industry figures to promote the benefits of advertising in regional press.
The print campaign, created by Ken Davies and written by Jeremy Clark at BDH TBWA, will run in leading trade magazines, such as Campaign, Marketing and The Grocer, as well as across regional press titles from 19 April.
Advertising and media heads such as Rupert Howell, the chairman of HHCL & Partners, and Christine Walker, the managing partner of Walker Media, will feature in the green tinted ads, which show them enjoying their local newspaper as part of their daily routine.
The ads, which try to change people's perceptions of regional press, are the first part of a three stage campaign. The second phase will be a questionnaire sent to over 20,000 key players across the advertising, media and marketing industry which will form the basis of a manifesto of commitments for the regional press. The third stage will be the manifesto which will be launched at the beginning of next year.
Although people may see advertising in regional press as a complicated and cumbersome process, the campaign aims to communicate the fact that one in four of the British adult population reads a regional newspaper, while changes are being made to make it an easier medium to work with.
Charles Ross, national development manager of the Newspaper Society, explained: "This campaign is designed specifically for standout in the trade press, creating a "new perspectives" theme which is crucial to its success in general."