Press Advertising

Regional Press: Demonstrating Effectiveness

David Hoath
the Newspaper Society

In 2001 the regional press announced that it was investing 250,000 into advertising effectiveness research. The decision to invest so heavily in this research followed a major consultation exercise, which revealed that a key demand among those who make media decisions at agencies and client companies was proof of effectiveness. A quarter of advertisers stated that lack of research deterred them from using the medium and 52% of respondents selected advertising effectiveness research as the top priority from a list of 30 proposed initiatives.

Given the current economic climate, which has increased pressure on marketing budgets and demanded greater accountability for media spend, demonstrating advertising effectiveness has never been more important.