Magazine article Marketing

Regionals Chase National Quarry

Magazine article Marketing

Regionals Chase National Quarry

Article excerpt

Regionals chase national quarry

The Regional Daily Advertising Council (RDAC), which represents over 90% of its constituent market, has launched the first concerted drive to steal national advertising away from national papers.

Following two years of testing its centralised as production service The Word, a national ratecard has been announced which offers mass circulation at rates which are similar to nationals.

RDAC director Graham Ramsey says: "This represents a dramatic reduction in the normal cost of running a national branding campaign through regional dailies. There is no doubt we can attract major business from nationals."

It also represents an unprecedented show of unity among large regional newspaper publishers.

Advertisers can negotiate from a ratecard costing 4.5p per thousand for the RDAC membership's circulation of 5.3 million copies. The rate remains constant as long as at least four million copies are used. This compares to a national paper range of between 3p and 8p per thousand with the Sun (circulation 3.8

million) and Daily Mirror at the cheaper end. …

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