Media News - Thursday, April 07, 2011

UK: Rival publishers join forces to sell ad space

In an unprecedented move, rival national newspaper publishers are working together to sell advertising space. They are offering brands a collective advertising package for the first time in a trial move linked to the Wimbledon tennis tournament in June. It guarantees brands positioning alongside Wimbledon editorial across serious and popular titles - The Guardian, The Times, Daily Telegraph, The Independent, The Sun, Daily Mail, Daily Mirror, and their sister Sundays. The initiative, pioneered by the Newspaper Marketing Agency, is an attempt to reawaken interest among brand owners in buying print space. Simon Kilby, sales director at Guardian News & Media, told Marketing Week: "This is about bringing new clients and more money into the newspaper sector. "Different newspapers have different issues and pressures but we have worked well as a group on many projects over the past few years. This is just the latest." It is possible that a similar package could be offered for the 2012 London Olympic Games. (Marketing Week/Warc/NMA via The Guardian)

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