Manchester Evening News Job Section: Local paper bucks the trend

At the end of 2001 the future of the paper was looking grim. It was essential to increase sales, meet the advertising revenue forecast and improve the consumer's perception of the paper. Recruitment advertising is the most profitable section for any paper so this area had to be targeted. The paper was already well known as a source for job hunters so this well known fact had to be communicated in a new way. Strategy was to show the MEN could get the jobseeker a better job, and to encourage workers to 'do something about it.' Message using all media was spread all over Manchester in January 2002 with results greater than any expectations. Sales went up by 5%, perceptions of the job section improved and ad revenue was increased