Sunday, September 26, 2010

How one of the largest U.K. newspaper groups is responding to this recession.

Does it ever seem as if your prospective advertisers are more difficult than everyone else's? As if the objections related to the recession and cost and rate and response seem to be inexplicably supersized in your territory compared to the rest of the world?

Stephan Phillips, Managing Director of Archant Norfolk (U.K.) shares his experiences with this recession, including a case study, in an amusing introduction made prior to me taking the stage to the 315 ad reps attending our Response Oriented Selling course last week outside of London. Arhant's publications have a combined circulation of 2.25 million.


Last week I was in London, working with Archant, a 650-ad-rep-strong group of daily and weekly newspapers, monthly magazines, and online publications. While introducing me to the staff, the managing director shared what they were facing and what they're doing about it (spoiler alert: it has to do with our techniques). Besides being one of the most amusing introductions I've ever received, it offers interesting insights into the challenges newspapers are facing worldwide with local advertising. There's even a case study.

If nothing else, you'll see that your situation isn't that much different than what everybody is experiencing. It might also give you some hope about what can be done about it.

I'll be sharing some success stories from Archant in future posts.

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