An editor has proclaimed his newspaper the “biggest, grandest brand in regional media” after launching a campaign aimed at attracting more print advertisers.
The Liverpool Echo has announced the campaign, called ‘Prints Charming’, which urges businesses to consider a print and digital campaign with it.
The Echo says the campaign comes after research from the Advertising Association and WARC has shown an increase in print advertising for the first time in seven years.
He said: “I’ve lived and loved newspapers for as long as I can remember. I’ve been a journalist for 39 years and my mum and dad were journalists.
“As far back as I can remember, the house was full of newspapers and life revolved around them. I love the feel of a paper; I love that moment of clean freshness as you open your paper for the first time. I love the smell of the ink, the sound of pages turning.
“I love the adventure – knowing that each page I turn will bring something new, something unexpected. A paper is a treasure chest of things I didn’t know.”
Alastair, pictured, added: “I edited the Daily Post for ten years then, 13 years ago, I was made editor of the Liverpool Echo and it was the proudest day of my life. The Echo was special: the biggest, grandest brand in regional media and a Liverpool institution.
“And, amid the exciting, dramatic, digital revolution, The Echo remains both of those things. The Echo’s digital audience is growing at a mind-boggling rate, bringing with it sophisticated and multiple options for advertisers. The Echo’s digital future is thrilling and assured.
“But print remains relevant, vibrant and adored by hundreds of thousands of Merseysiders. They love the experience I mentioned earlier in this letter. They love the sense of place, the sense of pride, the sense of ownership associated with buying and reading a newspaper.
“For advertisers, it represents all those things and more. It represents a secure and trusted environment for their message to be seen and savoured. It represents a way into a reader’s life and a guarantee of visibility and recollection.”