The Newspaper Marketing Agency (the body representing the national newspaper industry) is launching a high-profile campaign to battle the "unremittingly gloomy" view of the newspaper advertising market and win over belt-tightening marketers.
The campaign, starts tomorrow and will ultimately comprise six ads that will run across the national titles of most of the major newspaper groups.
HOORAY. About time.
We've been saying for months and months that the newspaper industry needs to get positive and fight back. We've scratched our heads for months wondering why the industry cheerleader (the NMA) has been so quiet, so invisible and as the war rages around them.
Lets hope this is the beginning of a thoughtful, well designed and continuous cross media marketing programme to remind advertisers of the unique benefits of newspapers. Lets hope it isnt just a one off 6 treatment ad campaign run for a short while in national newspapers!