Agency: J Walter Thompson | Author: 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...