Manchester Evening News Job Section: Local paper bucks the trend - IPA Effectiveness Awards Case Study 2002

Brief Description: Despite an economic down-turn and predicted falls in advertising recruitment revenue, the Manchester Evening News Jobs campaign generated a 6% increase in ad revenue and a 5% increase in newspaper sales which not only surpassed all expectations but more than covered the cost of the campaign. The case also documents how advertising resulted in a significant shift in both readers and non-readers perception of the quality of jobs in the newspaper. ;---(TAGS)--- Full Title: Manchester Evening News : local paper bucks the trend with unexpected revenue boost - jobs section ; Number: 2002/10 ; Brand Name: Manchester Evening News ; Client: Manchester Evening News ; IPA_ProductCoding: Media (Newspapers) ; Agency: CheethamBell JWT ; Author: Gillian Nelis ;