UK advertisers spend almost 40% of their annual budget on Press and Outdoor. National and regional press, special interest magazines and the new advances in outdoor, all contribute to the wealth of opportunities for advertisers to engage with consumers.
ISBA’s members spend significantly on both media and we strive to constantly update them on developments and issues that could impact upon their marketing distribution.
ISBA recently used its seat on the ABC Council to persuade publishers to issue monthly breakdowns of magazine circulations. This was a response to concerns raised by our members that six monthly average figures were insufficient. In October 2007, the PPA, which represents all the major publishers, said that from mid-2008 the six-monthly ABC figures will include retrospective monthly circulation data.
And we secured another advantage for our members, who had become concerned that outdoor media owners were unable to corroborate postings and that there were persistent problems with late copy delivery. After many years of pressing the outdoor industry to develop an effective real-time verification system, in September 2007, JCDecaux launched ‘JCDecaux Live!’. This web based portal now allows advertisers to view posters in situ, as soon as they are affixed. ISBA is continuing to press their competitors to follow suit.
ISBA’s Press and Outdoor Action Group meet six times a year to consider developments and topical issues facing the industry. From these discussions, ISBA has produced many best practice guidelines to help advertisers in urging media owners to be more accountable and their efforts have been rewarded with high profile success. The Press and Outdoor Group welcomes representatives from across our membership and has its own resource page here.
1156 Kb | 20 May 2008
