The Newspaper Society has launched a planning internet portal to
make it easier for agencies to construct regional press campaigns.
PlanRegionalPress.co.uk is the second web solution to be delivered by
the society as part of its Creating New Perspectives campaign. The first
solution was AdFast, a net-based artwork delivery system launched in
Creating New Perspectives is based on a consultation exercise conducted
last year with 10,000 agency contacts and their clients. Around 37 per
cent of those people said an online planning system was a priority if
they were to increase their use of the regional press.
’Unsurprisingly almost all the planners said it was their first
priority,’ said Charles Ross, marketing consultant for the Newspaper
Marketing director Chris Stanley said: ’The variety of local newspapers
is a strength but until now this same diversity had made it a hard,
time-consuming process to gather all the data necessary to plan a
The site is not yet an integrated planning system. ’At this stage you
can’t just punch in your brief and have all the work done for you,’ said
Ross. But the portal brings together a range of planning information in
The portal offers access to the Reaching the Regions, Jicreg and
Newspaper Society databases, which enable the user to search by area for
demographic, circulation or rate data. There are also contact details
for key people at each of the regional press sales houses and a
catalogue of industry research. There is a downloadable PowerPoint
presentation, which introduces the medium, and a digital reference
library of client case studies.
Media data, such as cover prices, circulation and average time spent
reading, is also available for each specific title or group of
Cathy Richards, regional media group director at Zenith, has tested the
site, and welcomed it as ’an excellent resource for time-poor media
planners. I was impressed by the easy-to-digest research summaries and
the depth of information in the planning section.’
It is hoped the portal will eventually become an online booking and
voucher delivery system, allowing agencies to buy their regional press
on the internet.