It's not difficult to understand why, particularly when newspaper circulations are in long-term decline. All the same, how can they justify telling advertisers why they should find the money to advertise while investing little in it themselves? There are exceptions - The Sun, The Times, The Guardian and Daily Mail spring to mind - and there are trade campaigns; but on the whole, newspaper brand marketing is pretty low-key.
The appointment of Jeremy Schwartz hails an interesting development in News International's (NI) ambitious marketing plans. Schwartz, who has worked at Sainsbury's, Coca-Cola and L'Oreal, does not have the strictly relevant media experience that is standard for this kind of role. His latest job, as head of a firm creating branded food for celebrity chef Marco Pierre White, does not make him sound like the ideal candidate to tough it out in the cut-throat newspaper market. What he is, by all accounts, is an innovation man, making his appointment all the more intriguing.
Given that such great focus has already been placed on innovation at The Times, Schwartz's first move when he arrives next month could be to concentrate on The Sun. Evidence for this is stacking up, given that the tabloid's sales and marketing chief, Roland Agambar, jumped ship to rival Associated Newspapers on the day Schwartz's appointment was announced.
Despite falls in circulation, NI is still investing in marketing. Admittedly, it is propped up by News Corp, so does not have to search for budgets as hard as its rivals; but with this appointment, it is, at least, putting its money where its mouth is.
Lucy.Barrett@haymarket.com.