Magazine article Marketing

Opinion: The Marketing Society Forum - Will London's Freesheet War Dissuade Brands from Advertising?

Magazine article Marketing

Opinion: The Marketing Society Forum - Will London's Freesheet War Dissuade Brands from Advertising?

Article excerpt

As thelondonpaper and London Lite exchange blows and tarnish each other's reputation, will advertisers think twice about using them?

NEIL JONES, MANAGING DIRECTOR, CARAT

The battle between London Lite and thelondonpaper won't unduly worry advertisers. The dispute has boosted publicity for both titles, with the Lite's expose of thelondonpaper's dumping of copies even making national news last week.

The serious issue worrying both agencies and clients alike is the accuracy of distribution figures. Clients want to know that the media value they are promised is being delivered. If it were ever proven that dumping had been sanctioned by either title, it would be disastrous, but I don't believe this is the case. I know that the Audit Bureau of Circulations will be working closely with both publishers to ensure this situation improves.

MARC SANDS, MARKETING DIRECTOR, THE GUARDIAN

I think advertisers are likely to adopt a 'wait and see' policy when it comes to deploying their advertising budgets with the feuding London freesheets.

Advertisers are always attracted by the 'new'. It is interesting and reflects well on your brand. The row between thelondonpaper and London Lite has shone a spotlight on the papers and they are now being scrutinised with some ferocity.

If the spotlight reveals that the papers are not quite the success their owners have claimed or that they offer little in terms of coverage, advertisers may well resist entering the fray.

Advertisers' money is not always deployed rationally. …

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