Britain’s national newspaper publishers are joining forces in a new body dedicated to promoting the purchase of advertising in their publications.

The Newspaper Marketing Agency will attempt to raise the share of advertisers’ expenditure poured into national papers, in much the same way as the Radio Advertising Bureau and the Newspaper Society do for radio and regional press respectively.

Every national newspaper owner in the country will fund the body, with the sole exception of Pearson-owned FT Group, owner of the Financial Times.

Despite suffering a considerable fall in adspend itself, FT will not contribute cash to the new organisation. However, it declared, “We fully support the NMA and we will be demonstrating this in ways beyond cash contributions.”

Heading the NMA’s eight-man board will be non-executive chairman Richard Webb, general manager of News International’s News Group. He will also lead a working council – including Trinity Mirror md Mark Haysom and former Associated Newspapers ceo Bert Hardy – which will look for a chief executive.

Data sourced from: BrandRepublic (UK); additional content by WARC staff