Mid-market tabloids ‘miss out on 25m in colour ads’

Mid-market newspapers have failed to secure 25m in advertising revenue because of a lack of premium-priced colour pages, according to research from The Billett Consultancy’s new press auditing service.

Analysis from the relaunched service, called Billett’s Press Tracker, argues the Daily Mail and Express have failed to win as much advertising as they might have done, as their share of colour ads falls behind the market trend.

The Daily Mail, which according to Billett has one of the lowest colour ratios in the market, is to double its colour pagination next year (MW July 9).

Billett, which works for advertisers accounting for more than 16 per cent of UK TV spend, has relaunched the press service using many of the techniques used in the evaluation of TV planning and buying.

The agency has appointed John Ferguson, former media director at Dewe Rogerson, to head the service and has invested in new systems to monitor the effectiveness of clients’ press planning and buying.

Billett managing director Andy Pearch says: “In any media market there is a trade-off between quality and price. The key is to interpret what represents quality.”

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