NPA plans boost for national press
The Newspaper Publishers Association (NPA) is considering promoting a revival of the home delivery of national newspapers as part of a wider marketing drive for the national press.
The association is also thought to be looking at a campaign aimed at advertisers to promote the cost-effectiveness of the medium.
One industry source says: “The NPA has set up working parties to look at ways in which this can be achieved.”
But NPA director Steve Oram says: “Various issues and possibilities have been raised. But at the moment we are nowhere near putting anything together.”
There has even been mention of the NPA asking national newspapers for a levy to help fund the cost of any marketing push.
Some national newspapers already devote a portion of their marketing budget to promoting home delivery of their own titles. Newspaper publishers may agree to increase their own budgets or club together to help fund a generic campaign, directed at consumers or retailers, on the benefits of home delivery. The final details of any marketing push have yet to be determined.
In recent years other media industry bodies have launched campaigns to drive advertising revenue. The radio industry has made a concerted effort through the Radio Advertising Bureau to promote the cost-effectiveness of its medium to advertisers. The Newspaper Society has also raised a levy from members to fund an ad campaign to increase the regional press’ share of national advertising.
