Press here: The giants get it together

Alan Garth

Discusses the change in perceptions of the regional press over the past few years. In the 1990s the regional press will be influenced by three main factors: the improved sophistication of regional media specialists in big agencies; enhanced planning capability from JICREG; and concentration of newspaper ownership in far fewer hands.

Press Here: The giants get it together

Alan Garth

A few recurring influences have shaped perceptions of the regional press over the years. One was the existence of and the changes amongst the major groups; another, persistent and often forlorn attempts to form selling alliances and networks from amongst the vying interests generally. Later these were echoed in the new breed of regional press sales houses, with neatly delineated area packages.

Neither loose consortia nor packages have yet been too successful. Alan Garth suggests that regional events in the 1990s will be formed by three key factors: the improved...

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