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DM outstrips press in election adspend.(direct mail)(Brief Article)
Labour and the Conservatives spent more on direct mail than press advertising in a big change of strategy in the run-up to the general election.
Nielsen Media Research figures show that since January, the Tories spent pounds 1.39 million on mailshots, reflecting their decision to concentrate efforts in about 160 marginal seats. They spent pounds 742,400 on press ads through Immediate Sales, with a heavy bias on regional newspapers until the last few days of the campaign.
Labour, ...
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