The new package will be launched shortly as part of Northcliffe Media’s transition of its national sales representation to AMRA.
The National is being developed to make it simple for national advertisers to use regional newspapers with one order, one invoice and one piece of copy. The package, says Northcliffe, offers unique market coverage and access to market leading, trusted, local brands. 13 daily titles are initially included in the core package with a combined circulation of 1.5m.
Hayes (pictured) has left Bauer Media where he was Magazine Sales Controller and Head of Trading. At Bauer he was responsible for the day to day running of the magazine sales team as well as the negotiation and implementation of Bauer magazine advertising deals. Hayes joined Bauer in 2001 as Commercial Director of Heat with a remit to relaunch the brand from a commercial perspective. The relaunch was a huge success. Hayes also oversaw the launch of Closer magazine.
Hayes also has extensive experience in national newspapers having worked as a Group Head at The Express and Sunday Express as well as The Independent and the London Evening Standard. One of his first jobs will be to recruit the new team.
The National includes top paid dailies in England & Wales and the London Evening Standard. The combined readership is 4 million and within its footprint, The National has 1 million more readers than any other national title, says Northcliffe.
Richard Hayes, Trading Director, The National, said: “I am delighted to be taking on this role - The National represents a significant moment in regional press history and gives advertisers the opportunity to easily access huge national reach via an engaged local audience.”
Gary McNish, Managing Director, AMRA, said: “I am really pleased that we have been able to attract Richard to the role of Trading Director of The National. He brings with him a wealth of experience and an agency contact list of the highest order. The proposition he is taking to market is not just unique and compelling but also hugely exciting."
Steve Auckland, Group Chief Executive, Northcliffe Media, said: “This is a revolution in the way national advertisers can engage with regional media. I’m really excited by the whole package we’ve been able to gather for advertisers and with Richard’s experience and strong leadership this will help us deliver excellent results for all those involved.”
Following Northcliffe joining the AMRA on the 1st May, the sales house claims to have a 52% share of the UK regional press market and represent 15 of the top 20 regional daily titles in England and Wales as well as reaching 1 in every 4 adults in England and Wales each week.
Hayes starts his new role on the 9th May 2012.
