The power of local papers

The CIM is to be applauded for the timeliness of its research into the effectiveness of different media channels for communicating with consumers (Factfile, MW April 26).

The demand from advertisers and agencies for greater proof of advertising effectiveness was a key finding of the Newspaper Society’s (NS) questionnaire at the outset of its “Creating New Perspectives” campaign. One in five respondents, of the 100,000 advertisers, agency and media specialists questioned, cited better effectiveness research as a key requirement of the regional and local press.

We have subsequently emb-arked on the most ambitious research programme our industry has ever undertaken, which culminated in the appointment of Millward Brown to manage a &£250,000, five-month study to provide evidence that the regional press is a very cost effective way of improving awareness.

We know our customers want demonstrable proof of the direct effect on sales and generating a return on an advertising investment. The NS/Millward Brown study aims to do that.

David Hoath

National Development Manager

The Newspaper Society

London WC13

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