A television advertising campaign is to take place this month to highlight the role of local weekly newspapers as “the focal point of community life.”
The 30-second ad, entitled ‘Local Weekly Newspapers – With You All the Way’ has been put together by a group of independent titles and will be screened on Friday 21 February.
It will be shown on ITVs Central, West Country, Granada, Border, Yorkshire, Wales and West, Meridian, and Carlton regions with a 90-second extended version featured on the weekly newspaper websites across the UK.
The TV campaign is organised by the Weekly Independent Newspaper Association (WINA) which represents small independent local publishers.
Joanna Parlby, chairman of WINA and managing director of tghe Newark Advertiser Media Group, said: “We are working to dispel some of the myths that local newspapers and the role they have in their communities may be under threat.
“We are confident that the closeness and trust we share with the readers and advertisers we have in every community in print and online will enable us to carry on serving them as we have done through the many economic upturns and downturns.”
Said David: “Weekly newspapers are the cornerstone of the newspaper industry in the UK. They connect communities and businesses together in a way in which no other media can.
“Today marks the launch of a nationwide initiative to promote weekly newspapers and celebrate their success and their future.
“The Newspaper Society will play its full part in supporting the WINA campaign and in ensuring key opinion formers understand the central role weekly newspapers have in today’s media landscape.”
Sir Ray added: “During the recession and throughout the whole of my 65 unbroken years in local newspapers, I have become well aware of how strong and well-established are the newspapers in the local press,”
“We shall continue for many years to come giving a vital service to the local communities of the UK.”
The animated ads will feature a character called Ray showing his life story as covered by his local newspaper.
Starting with his birth announcement, it also features his appearance in a nativity play, and his purchase of a business that was advertised in the paper.