CPA to launch press campaign
By Leah McBride Mensching, Monday 17 September 2007 at 22:50 :: Publishers’ Associations :: #572 :: rss
The Czech Publishers Association has announced it will launch an autumn campaign to promote the daily press and help educate advertisers on how to better use daily newspapers for publicity.
The campaign will aim to support publicity performance growth in daily newspapers as well as readership rates, Jiří Hořčica, account manager at the public relations agency Bison & Rose, stated in a press release, according to a Czech Business Weekly article.
The agency will collect information from surveys and other resources in order to gain a general understanding to base the campaign on.
“The case should include information about the unique features of press publicity, (such as) factors including efficiency of advertisements and ways to target readers,” Hořčica is quoted as saying by Czech Business Weekly. Bison & Rose will also prepare a direct mail campaign and an interactive advertising campaign in specific newspapers as a part of the general campaign.
Once the campaign is ready, it will probably be in the form of something that does not end once the official campaign is over, such as a Web site and newsletter, Jan Šusta, director of the Union of Publishers, told Czech Business Weekly.
Although analysts worry about its long-term future in the Czech Republic, print news is still quite healthy. According to data released last week by ABC CR, part of the International Federation of Audit Bureaux of Circulations, the combined circulation of Czech dailies in July increased about 1.8 percent over June, to 1,628,786. However, circulation did decrease 3.1 percent year-over-year in July.
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