Newspapers as Fast Moving Consumer Goods Brands
Philip WissonRegister-MEAL, United KingdomIn this paper, using primarily Nielsen sources, both for FMCG sales and advertising expenditure measurement (AEM) data and adding information on newspaper circulation from other published sources, we examine the marketing activities of major newspaper titles in selected Western European countries, but more particularly, in the UK, in the last 3 years and by comparing their marketing activities with a traditional FMCG market suggest that the market place reality is different from newspapers' self image.
Until 10 years ago, with newspapers, the FMCG approach would have been irrelevant,...