Yours for £375,000: Advertisers can block-book national and regional titles for first time

David Prior's picture
by David Prior

Newspaper publishers have launched a new initiative enabling advertisers to buy a package across national and regional titles for the first time.

All national titles, with the exception of the Financial Times, and several regional titles including the Reach-owned Manchester Evening News, Liverpool Echo and Newcastle Chronicle are signed up to the launch of Impact.

The move, which represents more evidence of collaboration within the newspaper industry in the face of mounting pressure on revenues, means that for £375,000, a single advertiser can contact one of the publishers and block-book the homepages of titles’ websites as well as the first ad that appears in print versions.

"It's truly simple because it's only one phone call," Vanessa Clifford, the chief executive of Newsworks, the trade body for the newspaper industry, told Campaign.

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"Collaboration should always be multi-faceted and adaptable and Impact is a fantastic example of news brands' collaboration – creating a package that not only delivers 21 million adults on one day, but 21 million adults in a quality environment that we know will deliver results and profit for advertisers."

Reach, which now owns the Daily Express and Daily Star as well as the Daily Mirror, is including its "Big City" regional package in the initiative.

Clifford added: "Impact was born out of wanting to give agencies and advertisers a simple way of accessing this phenomenal quality and engaged audience, in one simple step."

Group M estimates that UK national newspaper ad revenues have almost halved from £1.4bn to £750m between 2011 and 2018.