Category: Sector | 17th Feb 2010

Digital marketing methods are putting traditional ad materials such as newspaper inserts under threat, it has been said.

The Newspaper Association of America (NAA) found that digital techniques are favoured by many because the returns on investment can easily be calculated.

As a result, the industry needs to work out how it can innovate, Poynter Online indicates, in order to stay ahead of other marketing competition.

"Anything that newspapers can do to help reduce time will be an important component of what we do," commented the NAA.

One of the main issues with this sort of marketing technique is that printing and distributing the inserts is very costly, which is not very helpful when budgets are under strain.

Meanwhile, Private Eye has reported its best circulation figures for 18 years, statistics from the Audit Bureau of Circulations reveal.

It sold an average of 210,218 copies in the six-months to the end of last year.

HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.

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