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Will the trade body's marketing make a difference, Alasdair Reid asks
It's at times like this that a trade marketing body can really start earning its corn. When times are good, it's all very well telling people you're promoting the interests of the medium you represent.
And it's even more satisfying, presumably, when the times are bad but your sector has managed to escape the worst. But it's when it's your job to install a silver lining in the biggest, darkest cloud in living memory that you get a meaningful opportunity to prove your worth.
Last week, the Newspaper Marketing Agency launched a campaign designed to lift morale in the newspaper medium by reminding us all that, actually, the national newspapersectorhasbeenincreasing its share of the display market in a number of categories, such as retail and financial services (visit campaignlive.co.uk/the work to take a look at them).
Maureen Duffy, the chief executive of the NM A, says: "The picture that is too often painted of the current situation in national newspaper advertising is unremittingly gloomy. Nielsen Media Research ad revenue data proves that national newspapers have outperformed the market, where they have invested in building and marketing a business case for advertisers."
And, in drawing attention to the power of...