National newspapers - minus Express and Star titles - combine for £3m 'news works' advertising campaign

Six national newspaper groups have launched a £3m advertising campaign promoting the power of their brands.

The publisher of The Guardian and Observer, News UK, Evgeny Lebedev's titles, the Mail and Metro stable, The Daily and Sunday Telegraph and Trinity Mirror's nationals are behind the scheme. The only national newspapers not involved are those belonging to Richard Desmond's Express Newspapers.

According to The Guardian, there are six adverts in the campaign, which will run for eight weeks from Wednesday. One will read: "Divided loyalties perhaps. Undivided attention for sure."

Rufus Olins, chief executive of national newspaper marketing body Newsworks, as saying: "Technology and the arrival of tech organisations has transformed the way all of us find information, which means the important role newspaper brands play can sometimes be overlooked.

"We felt it was time to remind people about the job they do and extraordinary influence they have over people’s opinions and decision-making."

The campaign was created by agency Holmes Hobbs Marcantonio and also includes a 40-second film (below).

The campaign is called "Nothing works like news works".

HHM partner Alfredo Marcantonio said: "National newspapers are now more widely read than they were in Fleet Street’s heyday…

"Not only this, but people are faithful regardless of format – they’d no more change their newspaper than their football team."

The National Readership Survey claimed last monht that 94 per cent of UK adults read a national newspaper or magazine in print or online at least one a month.

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