There is now a real need for a Press Specialist Agency
Introduction and background
The Press Business (TPB) was founded in Nov 2019 by Peter Thomson and Steve Goodman. Between them they have over 60 years experience largely focussed on national and international press campaigns.
Steve worked for 36 years at various WPP agencies and latterly was Managing Director of Print Buying for GroupM responsible for all press activity within Mediacom, Mindshare, Wavemaker, Essence and M/Six.
Peter worked at Leagas Delaney, Y&R and CDP before setting up M2M which achieved billings of over £1bn and had offices in 26 countries. The key global client was Estée Lauder Group of Companies.
The Press Business potential clients
1) Media agencies.
Some agencies are now considering outsourcing their print planning and/or buying like they do for outdoor and radio. Either because they are concerned about their rates, they can’t afford the research (PAMCo), the overhead of keeping a print department is uneconomic or any combination of the above.
2) Clients direct.
Many clients have become suspicious that their existing media agency is planning money out of print due to capability or profit concerns. Often clients do not need the full scale of resources offered by a larger agency group, but would rather have the security of knowing the press medium is being handled by experienced practitioners, who will care for their business.
3) Other specialists.
Specialist operations in digital, consultants, PR, marketing, creative, outdoor or radio agencies who want to build a team of best in class specialists to deliver outstanding client service.
There is huge value in the press market at the moment as, while supply has certainly fallen, demand through agencies has plummeted.
This is partly because press is seen as unfashionable compared to, say, digital.
It is partly because it is often a less profitable channel for agencies so they are reluctant to recommend it to their clients.
It is partly because the skill set to execute press well has been lost within agencies. The passion to know the nuance between the readership of Homes and Garden v House & Gardens, the most read page of The FT, the key columnist in The Economist or The Sun, the value premium for a right hand page over a left hand page has sadly been lost.
The Press Business exists to be advocates of the medium and through smart planning and execution to deliver value for clients.