Independent tops the ranks for ad campaign stories

The Independent ran more stories about advertising campaigns than any other national newspaper in the last quarter.

The Independent ran more stories about advertising campaigns than

any other national newspaper in the last quarter.



A survey by Propeller Marketing Communications shows the Independent ran

106 ad stories between April and June, up from 57 during the period

January to March.



The evidence of increased opportunities for securing editorial coverage

around advertising will give a boost to PR people working on marketing

communications.



The Telegraph came second with 60 stories and the Guardian third with

54.



The Independent launched its Monday media section in competition with

the Guardian at the beginning of the year. It has since climbed from

third position in the previous January to March poll, which identified

the Guardian as the most ad-friendly national.



National newspapers carried467 advertising stories between April and

June, covering 243 campaigns.



The Rover 600 ’hostage’ ads, which prompted 134 complaints to the

Independent Television Commission, generated more coverage than any

other consumer product ad.



The advertisements depicted a hostage being handed over and deposited in

a Rover car. But they coincided with coverage of British hostages in

Kashmir, and were withdrawn weeks after their release.



Propeller managing director Martin Loat said: ’Most of the editorial

coverage of the Rover 600 advertisement was critical, which must have

hastened its withdrawal. This is a case where not all publicity is good

publicity.’



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