File 13 - Creative use of the Press

1 VHS and 1 mp4 file (55.8 MB)

Promotional film, with sound, featuring Peter Preston, Kelvin McKenzie and Andrew Neil discussing their respective newspaper's brands and the influence that they have on readers.

Contains footage of interviews with Peter Preston, Kelvin McKenzie and Andrew Neil.

Topics covered by Peter Preston (editor of the Guardian) include: the changing environment in which newspapers are operating, the changing nature of newspapers, the attitude of advertisers, how newspapers set the agenda, the importance of understanding readers of the Guardian and how advertisers can appeal more to intelligent readers.

Topics covered by Kelvin McKenzie (former editor of the Sun) include: the personality of the Sun, the power that readers gives the newspaper, the use of the Sun by companies sampling products and the expansion of electronic media and its impact on readers

Topics covered by Andrew Neil (editor of the Sunday Times) include: the readers of the Sunday Times, the influence of the newspaper on its readers, differentiating factors between newspapers and television, the changing environment in which newspapers are operating, how newspaper lead debate and how choosing to advertise in newspapers is choosing to make a statement about a product.

Duration: 4 minutes and 25 seconds. The film starts at 00.01 on the mp4 file.

Creator: Guardian Newspapers Limited

Creator: The Palace

Access via GNM Digital Repository.

Features clips from the film News Story (GUA/9/2/2).