Getting the Inside Story

Gordon Muller, Chairperson of the AMF and guest speaker at the launch of Ads24's research into how much value newspaper readers place in inserts, says: "There is a lot more in the Inside Story database than I had realised. Whatever the research deduces about inserts, one thing is for sure, the data in Inside Story won't be going into File 13."

Tiaan Ras, Marketing & Media Intelligence Manager for Ads24, says: "This launch is a must for anyone serious about delivering advertising messages that work. How better to reach a target market than to give them a message that they want to hear, presented in a way they find attractive, and delivered via a medium that they prefer?"

The Inside Story will provide a "between the covers" look at the value of inserts in daily newspapers and compare it to the use of community newspapers. It'll provide insight into how advertisers can break through the clutter to effectively reach decision makers, and what design and content considerations work best for each market.

Ras says although sponsored by Ads24, the daily and community newspaper marketing arm of Media24, the research is remarkably universal in its application: "One reason for this is that the media industry gave input into what they wanted to derive from the survey. Secondly, the survey was not limited to the footprint areas of Ads24 publications, but covered all the major metro poles as well.

"We were concerned that there was little information available on the value of advertising inserts to readers of daily newspapers in the South African research arena, and we set about to change that."

The research results will be released at a series of breakfast presentations around the country in February 2006, presented by Jos Kuper of Kuper Research. The launch dates are: Wednesday 22 February in Durban, Thursday 23 February in Johannesburg, and Friday 24 February in Cape Town.

If you are interested in attending contact Mara Thomas at Ads24 on 011-259-1700 or e-mail: .