The Bridge to create first SDNS campaign
The Scottish Daily Newspaper Society (SDNS) has appointed Glasgow-based agency The Bridge to handle the first ever joint marketing campaign by Scotland’s newspaper titles.
Four undisclosed agencies pitched for the £100,000 business last week and The Bridge came out ahead of its rivals. The SDNS committee will see a final presentation from The Bridge in mid-September before officially launching the campaign in October.
The campaign will run primarily in the press, though outdoor executions are also planned.
Jim Raeburn, director of the SDNS confirmed: “Following extensive research into the existing benefits of newspapers to consumers across Scotland the SDNS has appointed The Bridge to undertake the core brief for our Scottish press works campaign which will launch in October.
“Our short term goal is to improve the understanding of the benefits of newspapers among committed readers. Also if we can show that we have moved the less committed readers up the needs stakes then we will have succeeded. Ultimately our goal is to sell more newspapers in what is a very competitive environment.
“This marks the first time SDNS publications have worked as a combined group to combat the threats from other media. In trade terms we want to prove that core readerships are of great value to advertisers as they have a strong bond with their newspapers.”
The media spend will be co-ordinated by the SDNS committee, though Raeburn said a media agency would be involved in buying outdoor and any other media space required.