July Newsletter

by Team on 14/08/2013

TLC’s charity challenge, a free newspaper validation update and our door drop monitor

TLC’s Charity Challenge

Over the August Bank Holiday weekend, Graham, Annette and Neal form part of Team TG (formerly Turnford Geese football club), who are cycling from London to Paris to raise funds for Isabel Hospice.

We “warmed” up for the challenge by completing a grueling 60 mile ride from London to Cambridge last Sunday and this Saturday take part in the Prudential Ride London event, where an 8 mile traffic free route around central London has been created (quite possibly cycling it multiple times!).

Isabel Hospice is a charity close to the hearts of the group, having cared for the football team’s manager who sadly passed away a couple of years ago and we would welcome your financial support, no matter how small.

Please visit the Team TG web site to see more details about the event, meet the team, our training exploits and how to make a donation.

Alternatively, you can head straight for our Just Giving page, by clicking here.

THANK YOU IN ADVANCE FOR YOUR SUPPORT.

Free newspaper validation update

The ABC Board and Reporting Standards Group – which apparently includes advertiser and media buyer representatives alongside newspaper publishers – has concluded that backchecking as the industry recognises it, no longer needs to be completed.

That conclusion is based upon a statement that advertisers and buyers will not be “exposed to any additional risk as a result, but publishers must still maintain adequate management controls”.

The revelation has created different reactions in the publishing world.

Two newspaper groups have either ceased or are about to cease all backchecking – but one has said they will check if the client is prepared to pay for the service!

Others – at least in the in the leaflet divisions – are horrified at the concept and have no intention of drawing the practice to a close in the short term.

Some are still considering their positions, but worryingly a few see it as a potential cost saving opportunity.

At TLC we have some major concerns about this news, as it’s difficult to understand how any service provider can now convince a client that their drop took place?

If a campaign has failed to meet its objectives, distribution quality can bear the brunt of the blame (perhaps forgetting relevance, targeting, creative, the offer etc., etc) and when depersonalised backchecks are presented as proof of distribution, clients can disregard such evidence.

Remove such evidence and surely the attraction of free newspapers will deteriorate to some advertisers, but only time will tell.

Most newspaper publishers will tell you that leaflet volumes and revenues are lower than they have been for years, but at TLC, we don’t see this latest news as helping any recovery.

As clients, what do you think?

Share your views by emailing us.
 
Door Drop volume monitor

Our July monitor will be published next week as this is officially the last week of July.

If you missed June’s count, click here to catch up!

As we entered the holiday season, weekly volumes were a little down on the year’s average to date, but still exceed the DMA figures.

If you have yet to see a copy of the DMA Door Drop Statistics for 2012, which are strangely password protected on the DMA website, just click here to gain access.

Guest Articles

If you would like to submit a door drop related article for any of our future newsletters, please email graham@letterboxconsultancy.co.uk or call on 01992 637333 and let’s have a chat.

LinkedIn

Both Graham and Neal are LinkedIn members and if you are not in our networks, just send us an invitation to join and keep up with our news and postings!

For further general information about TLC’s wide ranging services, a speculative proposal or meeting, call Graham or Neal on 01992 637333, visit either of our websites or email sales@letterboxconsultancy.co.uk.

Our newsletters are designed to keep you updated with industry news, so if any of your colleagues, staff or clients would like to receive future copies of the newsletter, please ask them to visit the Contact Page on our website www.letterboxconsultancy.co.uk and register their interest, or just email us.

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