The Newspaper Society is understood to have appointed BDH TBWA to handle its 3m campaign aimed at gaining a larger share of national advertising for regional newspapers (MW last week).
The agency beat Faulds Advertising, GGT, IMP, Clark McKay Buckingham and Smith Bundy Carlson to the business. Faulds and Carlson failed to make the final shortlist.
BDH will be responsible for raising the profile of regional newspapers, with the aim of increasing ad expenditure in the long term.
The campaign will use direct mail, press ads and PR to target key decision makers at agencies and advertisers. It is scheduled to start in March and will last up to two years, with a review after the first year.
Regional press accounted for more than 20 per cent of UK ad expenditure in 1997, which amounted to 2.2bn. TV is the only medium to attract more money.
Regional newspaper owners have agreed to increase subscriptions to the NS to support the campaign, which will be co-ordinated by a steering group of member publishers.