London Freesheets warned over distribution in Camden
MediaComment: Thelondonpaper distributes over 70,000 copies in Camden and the London Lite is thought to hand out at least as many again, so it is essential that both titles reassure the local council in order to maintain their current ABC figures. We're confident that in the same way this issue was resolved in Westminster, with the provision of recycling bins, it will remain business as usual in the north of the capital. It can't be denied that both titles are a disposable read. The recent National Readership Survey revealed that both titles are read for just shy of 20 minutes on average, half that of their paid for daily equivalents. There can however be no doubt that they have become a popular choice for commuters giving advertisers even more choice when targetting a hard to pin down audience.
Agencies urge Ofcom not to sanction more ad minutes
MediaComment: The proposed changes in volume and scheduling of ad minutes would mean public service channels (ITV1, C4, five, GMTV & S4C) would be allowed to increase their ad minutage from an hourly average of 7 minutes to 9 minutes. This increase would be designed to bring them in line with non-public service channels and also the rest of Europe. Is there any need for extra commercial inventory? Essentially, more ad minutage will have a deflationary impact on the market. Whilst this may at first seem like a good thing for advertisers the reality is the reverse. In real terms, increased minutage equates to increased clutter. Increased clutter would significantly dilute advertising effectiveness and therefore comprehensively devalue TV’s role in the communication hierarchy. Both C4 and Five have publicly stated their opposition to any increases. Mediacom concur.
