The Newspaper Society, the body representing the interests of the
UK’s regional press, has appointed Manchester-based Communique PR to
handle a year-long campaign to win over the advertising industry.
Communique PR was appointed to the account after a three-way pitch was
held in February.
The agency is to work on a three-phase campaign to highlight the
benefits of advertising in the regional press to the media and
Communique’s activity will support a pounds 3 million generic
advertising campaign which is due to start next month.
Regional newspapers are enjoying something of a renaissance in their
fortunes: advertising revenue in the medium grew by more than 12 per
cent in 1997 to pounds 240 million.
But this figure still only represents four per cent of total UK national
display advertising and the Newspaper Society is keen to capitalise on
the current upsurge.
Paul Carroll, Communique’s chief executive, said that the campaign will
be targeting the trade press to convince the media-buying community and
client marketers to switch spending into regional papers.
’We need to get a consensus among those groups that the regional press
has a proven track record as an advertising medium,’ he said.