City AM strikes first back page ad deal with ITV

Free daily business newspaper City AM has signed a one-year deal with ITV to allow the broadcaster the exclusive right to use its back page to promote its shows.

The deal marks the first time that City AM has used its back page for advertising and it comes after media buyers warned the paper that it needed to “work hard to attract advertisers while doing more to build the relationship with its readers”.

ITV will use the deal for the first time to promote its “Where’s My Pension Gone” show, which will air on January 25.

MindShare managing partner Paul Thomas says: “My view of City AM is that it has found a niche way of reporting business news to those that need it, positioned itself very cleverly by predicting the success of ‘free’ newspapers and will continue to grow.

“I do think though that the newspaper is guilty of being content to chase display revenue and forgetting the specialised audience it is able to engage with every morning.”

He adds that the male, AB 35to 54-year-old audience are not just readers but heavy consumers of premium products, and says City AM should be thinking laterally to make the most of that audience for advertisers.

He says: “The newspaper is hand-distributed every day to these wealthy young men. So why not choose, say, a male grooming product for a sampling exercise and give it out with the newspaper? Advertisers crave that special relationship with consumers that can come about when somebody at the newspaper takes a step back from the obvious and looks for other opportunities.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here