In most countries the advertising spend is down. This is the usual response to a recession because corporations seek to cut what are seen as 'non essential spending' which includes advertising and training (among other things). In the United Kingdom there seems to be the additional factor that advertising is also switching away from newspapers to other media such as television and to a small extent to the internet.
This could be dangerous news for newspapers. If a strong enough case is made for 'full attention advertising' (where attention is fully on the advertisement) then newspapers are going to suffer badly.
If, in addition research shows that an advertisement placed in a negative environment suffers from that negativity, the matter is made far worse. Ultimately this would effect a change in journalists; habits. Being cynical and negative would no longer be such a 'clever' thing.
It might be necessary for newspapers to have some 'positive news pages'. Advertisers would then clamour to have their advertisement on such pages. They might even pay a premium for just such a placement.
Who should carry out such research? Should it be the newspapers themselves? Should it be the advertising agencies? Should it be the media departments of universities? Should it be the clients themselves who spend a lot on advertising?
Edward de Bono nmt
1st December 2002
Venice
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