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
The Telegraph came second with 60 stories and the Guardian third with
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Kashmir, and were withdrawn weeks after their release.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