Newspaper body launches campaign and research

The Newspaper Marketing Agency (NMA) has launched its latest advertising campaign to promote national newspapers as an advertising medium.

It comes as it unveils research in support of the effectiveness of newspapers in building brands.

Since the NMA was set up by the national newspapers in 2003, it has conducted insight research in nine consumer categories, covering half of the UK’s £10bn-a-year display advertising market.

The categories are retail, food, cosmetics and toiletries, clothing and accessories, drink, household stores, finance, motor and pharmaceuticals.

Using NRM data, the industry body says in the half of the market with research, total display advertising spend across all media was 10% less in the year to June 2009 than in the year to June 2003. But national newspaper revenue was 1% higher. And the newspapers’ market share rose from 11.6% to 13.1% in those categories.

Overall, the research shows that national newspapers have gained market share in six of the nine researched categories over the six years. They were in retail, food, cosmetics and toiletries, clothing and accessories, drink and household stores.

Maureen Duffy, NMA chief executive, says: “The picture that is too often painted of the current situation in national newspaper advertising is unremittingly gloomy.

“But NMR ad revenue data proves that national newspapers have outperformed the market where they have invested in building and marketing a business case for advertisers.”

Meanwhile, the latest ads created by McCann Erickson launch today (October 12) and will run in NMA member titles owned by Associated Newspapers, Mirror Group Newspapers, News International, Telegraph Media Group, Guardian News & Media, Independent News & Media and the Evening Standard.

In April, NMA launched an ad campaign aimed at highlighting the quick turn around capability of newspaper advertising

It formed part of the industry body’s on going “Iconic Ads” campaign.


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