Monthly Archives: April 2008

Are your readers MidBritains?

BMRB and Associated have publishe a major report on what they term as “super consumers” the Mid Britains.

Details have been published on a dedicated site: 

The first edition of the MidBritain report was launched on 28th April 2008, and is intended to provide an insight into the confidence levels and intentions of this market grouping.


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Prepaid payment card for the Times

Following from the launch by the Daily Mirror of the prepaid Maestro payment card “Quidity” News International is launching a prepaid card linked to the Times.

The Evening Standard has a reward card called Eros which can be used for purchasing the Standard at a discount. 

Related links:

Eros card details.

NI Sun prepaid payment card

Times Payment Card

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Outsourcing of Newsquest prepress jobs to India

Local newspaper publisher Newsquest has told prepress staff at some of its titles that their jobs will be outsourced to India.

(via MediaGuardian )

The work in India is being undertaken by Express KCS ( )

Express KCS is India’s leading prepress house, with over 35 years of providing high-end services to clients including ad agencies, corporations, retailers and publishers. They produce display advertising artwork for over 70 US daily and weekly newspapers including the San Jose Mercury News, the Oakland Tribune, the Contra Costa Times, The Fresno Bee, the Minneapolis Star Tribune, Miami Herald, The Sacramento Bee, Bradenton Herald, Memphis Commercial Appeal and many other. (Press release, Express KCS)


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Eight loss making weeklies to close in the Midlands

Eight Trinity Mirror titles are to be closed in the Derby and Peterborough areas. Twenty three employees are likely to be made redundant.

On the Hold the Front Page Website there’s an interesting perspective from Nick Hudson, former Group Editor. Hold the front Page article.

Steve Brown, regional managing director of Trinity Mirror Midlands, said: “It is a very sad day when newspaper titles close and we looked hard at alternative measures to try and prevent this decision.

“However, the remaining titles in the Trinity Mirror Midlands marketplace remain strong and the management team is focused on continuing to grow audiences and products across the rest of the region.” (Hold the Front Page)


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Associated Northcliffe Digital claim 22 Million Reach, print and website combined readership up 17%.

Associated Northcliffe Digital (AND) claim their combined print and online reach is 17% more than previously reported. The de-duplicated readers total 22 million. There is some concern that the methods of reporting and measurement are unlike those being used by ABCe. It is probably a coincidence, but AND claim to have the details of “in excess of 22 million contactable customer records”: (

The research was carried out by Survey Interactive (

List of Associated Northcliffe Digital websites:


MediaGuardian coverage:



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Reading the purchaser’s mind

By using the recent developments in fMRI (functional magnetic resonance imaging – ) scanning, marketers are now looking at the implications of directly observing which parts of the brain “light up” when someone is making purchasing decisions…

“By watching how different neural circuits light up or go dark during the buying process, the researchers found they could predict whether a person would end up purchasing a product or passing it up. They concluded, after further analysis of the results, that “the ability of brain activation to predict purchasing would generalise to other purchasing scenarios”. ” (MediaGuardian)

MediaGuardian (requires registration) article by Nick Carr:

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The important difference between online headlines and print headlines.

Just as a newsbill is an advertisement, not an informational headline, and requires a different approach to a traditional print headline; online headlines must take into account that they will be the primary hook for reader searches. The syntax of online headlines is fundamentally about what will make sense to someone searching and scanning a summary of results… so the initial audience is actually a search bot from Google, or Yahoo! Slurp, not a human being. (Search bots are the pieces of code which are programmed to crawl web pages and help search engines to index content).

There’s a brief article about this topic on the editorsweblog, with the emphasis on SEO (search engine optimisation).

and following from that piece, the Journalism Iconoclast covers the topic in detail:

The New York Times published a good article about making headlines Google-friendly a couple of years ago:



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