Communique to make local advertising enticing

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.

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

advertising community.



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.



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