Once upon a time the Tories relied on the Sun and the News of the World
to get them elected. How times have changed. Twice as many people read
negative comment compared to positive on the latest Conservative outdoor
advertising campaign (Yes It Hurt, Yes It Worked) engineered by Maurice
Saatchi and Sir Tim Bell.
The Daily Mail and Daily Express between them produced 13.5 million
positive opportunities to see. Chancellor Kenneth Clarke’s favourable
piece in the News of the World was ‘cancelled out’ by John Prescott in
the same edition.
The Guardian and the Observer with three negative and two neutral pieces
between them lacked the pulling power of the Daily Mirror, for instance,
where one unfavourable item accounted for 6.5 million OTS.
However, the Observer pointed out that, as the press is now more
ambivalent towards the Tories, advertising provides the only
‘unadulterated’ route for communicating with the public.
Evaluation and analysis by Carma International. Cuttings supplied by
Standard Press Analysts. ‘What The Papers Say’ can also be found at :