Evening Standard Classified: 'If you're not in the Standard you're not getting through'

1993 poster plus direct response campaign in London to reverse decline in Evening Standard classified advertising.
Agency: J Walter ThompsonAuthor: Not credited

The Evening Standard Classified Recruitment Section

'If you're not in the Standard, you're not getting through.'

 

BACKGROUND

In October 1992, 'The number that rings bells' (three-five-three-five-oh-oh-oh) - was not. For the past 20 months, the Evening Standard's share of classified recruitment advertising had been in steady but continuous decline.

While every publication had suffered volume losses in recruitment advertising during the recession, the Evening Standard was, alarmingly, declining at a faster rate than everyone else.

This dynamic was all...

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