Comments on: Big-city dailies team up in ground-breaking sales venture

By: An observor

An observor — Fri, 04 May 2012 09:54:56 +0000

As I was told when i first entered regional newspapers, everything’s cyclical.
New initiative?
Doesn’t anyone remember The Word?
If you do, you’ll know how well that worked – not!
Hope you haven’t put your name to this Gary.

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By: Last one out - switch off the light

Last one out - switch off the light — Thu, 03 May 2012 12:46:13 +0000

Re Cherrywonders statement;
This would simply be offering “National” coverage in a similar way to that of Group sales for ILR’s and ITV’s bundled offerings.
It would also mainly be offered to major companies who operate across multiple regions of the UK.
You should have seen the red tops efforts some years back when trying to take regional advertising from local press!!
Talk about loss leaders – some of the nationals page rates dropped to incredibly low yields!!!! I can remember getting calls from agencies telling me that they were getting rates a low as £3k per page being offered for short term space!!!

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By: Cherrywonder

Cherrywonder — Thu, 03 May 2012 11:49:54 +0000

What’s the difference bewteen this and, say, a price-fixing cartel?

How can rival firms get together to sell a single-rate package to customers?

Surely that’s creating a monopoly?

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By: Last one out - switch off the light

Last one out - switch off the light — Wed, 02 May 2012 14:47:28 +0000

“Groundbreaking”!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Please – we did this two decades ago and it was called “The Word”.
It worked well enough until some of “The Word” sales team started poaching already contracted business and converted existing active and profitable accounts into massive “loss leaders” and in the process really upset a number of major regional accounts.
Having said that there was a yield and contracts to be had back then – so maybe in today’s screwed up markets it will bring in some extra “National Press” revenue. The original idea of the Word was a good strategic proposition – unfortunately the actual reality fell far short and caused many more issues (promised revenues from the likes of Unilever etc which sadly never really materialised) than the revenue it eventually generated.
Having said all of the above I hope that this re issue works.

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By: Ex JP Editor

Ex JP Editor — Wed, 02 May 2012 13:17:37 +0000

I suggested regional advertising packages for JP about eight years ago and was told by the MD and advertising director that “it was too difficult”. That level of commercial awareness might be why my position became redundant . . .

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By: Rich

Rich — Wed, 02 May 2012 11:11:48 +0000

This isn’t the first multi-publisher package. The Capital Package is the premier local media solution for London, and a genuine alternative to the ES/Metro commuter readership – and it is a collaboration between Newsquest Media Sales and Amra, with NQ, TM titles included.

This National solution is less groundbreaking as Amra represents both TM and Nothcliffe – they are merely bundling their own titles.

In response to Guy – JP are represented by Mediaforce who aren’t the most susceptible to doing things in collaboration with other local media publishers for the greater good.

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By: lensman

lensman — Wed, 02 May 2012 11:05:22 +0000

Can imagine the squabbles in divvying up the takings!

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By: Dying breed

Dying breed — Wed, 02 May 2012 09:43:44 +0000

Should have done this years ago.

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By: Guy

Guy — Wed, 02 May 2012 09:28:34 +0000

Nothing new in this but sometimes the old ones are the best. Where are JP in this ? They seem conspicuous by their absence.

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By: CB

CB — Wed, 02 May 2012 09:10:01 +0000

Love it, thinking outside the box! It doesnt need to stop here either;

Presumably a National digital offering on the sister sites will be made available?

You could also have a “Southerner” a “Midlander” and a “Northerner” package aimed at regional businesses with a wider audience than their local print title can deliver. Perhaps a bundle of half a dozen or so mid-sized dailies circa 30k+ circulation

Its win/win and could be sold in locally (with a bit of thought) and through Agency

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By: DAVE

DAVE — Wed, 02 May 2012 08:59:25 +0000

Wouldn’t this be against the competition guidelines?

If they can get away with it, all well and good, we need something forward-looking to bring in the dosh.

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By: Terry_T

Terry_T — Wed, 02 May 2012 08:30:49 +0000

Suprise suprise some good news and a postive step forward to try and tackle the massive problem of ad revenue decline & noone comments!

In case most people were unaware, the majority of the advertising revenue drop has been in National. (In my centre for example, ad revenue is down 600k – made up of 500k national, 50k recruitment and 50k local) This is at least a positive move to do something about it. But who cares? The doom & gloom merchants on here prob don’t even understand about how advertising operates, so won’t bother commenting.

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By: Curious

Curious — Wed, 02 May 2012 08:27:17 +0000

Cross-selling across company borders is just a logical step after cross-selling within, surely? It doesn’t strike me as a stroke of genius.

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