Whilst we're on the subject of newspapers, I'm constantly amazed by the local press's Canute-like attitude to advertising rates. On the one hand we hear daily of the decline in advertising revenues - especially from classified and recruitment advertising - yet publishers continue to increase rates and force advertisers to buy 'packages' of papers rather than the one title they want.
From memory this started over 15 years ago, when big publishers started buying up the independent titles and smaller groups, as well as publishing more weekly free titles. Once they had an area monopoly they then hit on the cunning wheeze of putting these papers into 'packages' with bigger circulation figures and covering wider areas - and doubling the price. That may have worked for a few years, but with many viable on-line alternatives now, surely it's time publishers to hit the reverse gear and GIVE THE ADVERTISIERS WHAT THEY WANT - and maybe helped themselves into the bargin?
Mike Jefferies
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