New research on the local newspaper industry will be previewed at an industry conference next week.

The strength of regional and local identity, the ways in which it develops, and the importance of the regional press to people's sense of identification with their local area will come under discussion.

Paul Flatters, chief executive of the Future Foundation, will reveal the results of myuk to delegates at the Newspaper Society's Advertising, New Media and Recruitment Conference on Monday.

The Advertising Awards and the New Media Awards will take place on the same evening, following a gala dinner.

Newspaper Society marketing director Russell Collier will chair conference.

He said: "For the first time ever the NS is holding its annual Advertising, New Media and Recruitment Conference in London.

"Anyone who is involved in the planning, buying and marketing of local and regional press activity should avail themselves of this unique opportunity to join us and see the industry 'from the inside looking out'.

"The Conference offers a distinct window on our industry's revenue issues and priorities - and that window is open for all!"

The conference theme is "Awareness, Interest, Desire and Action", the four key elements of advertising effectiveness.

Bryan Finn from Business Economics Ltd will give the keynote speech, addressing trends in advertising markets, the current UK and world economic environment, prospects for the economy over the next three years and key drivers of the UK advertising market.

Corinne Purton, deputy director of marketing communications at the COI will talk about public sector reform and consolidation, the challenges facing public sector recruiters, the employer as a brand, and the migration towards the 2005 online targets.

Alan Higgs, director of NOP will preview the new Business Choice research, a study into business purchasing influence, which will be launched later this year.

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