MEDIA: WHAT THE PAPERS SAY; Painful message proves difficult to swallow

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.

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 :

http//www.carma.com/carma



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