Would consolidation in the regional press be good for advertisers?

Several executives shared their views on consolidation among advertisers. Tom Hings, director of brand marketing, Royal Mail, said that at a local level, there will probably be benefits for local advertisers, as they will have more opportunities opened up to them geographically -- as long as the pub...

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Bibliographic Details
Published in:Marketing (London) 2009-03, p.22
Main Authors: Hings, Tom, Moor, Keith, Nunn, Phil, Fairclough, Simon
Format: Magazinearticle
Language:English
Subjects:
Advantages
Advertising agencies
Advertising revenue
Consolidation
Marketing
Newspaper industry
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Summary:Several executives shared their views on consolidation among advertisers. Tom Hings, director of brand marketing, Royal Mail, said that at a local level, there will probably be benefits for local advertisers, as they will have more opportunities opened up to them geographically -- as long as the publishers don't get greedy. Keith Moor, director of brand and communications, Abbey, said that while consolidation could be seen as a concentration of power and a threat to diversity, it will actually be beneficial for advertisers. It is vital to maintaining quality and generating the investment needed to move regional content onto diversified platforms. Phil Nunn, partner, Trinity Communications, said that regional consolidation will happen -- it has to.
ISSN:0025-3650