The Trinity Mirror survey is the largest of its kind undertaken by the publisher to date, with more than 3,000 advertisers across the regional newspapers division taking part in interviews in the second half of 2002.
The research showed extremely high levels of satisfaction and customer loyalty across the company. Nine out of 10 advertisers said they were satisfied with the service Trinity Mirror's regional titles provide.
Jane Fawley, head of marketing development for regional newspapers, said: "This is the largest piece of advertiser satisfaction research we have ever undertaken. These findings will help ensure that we continue to focus clearly on customer needs."
Strong personal relationships with customers and its ability to turn around creative artwork quickly were some of the key strengths of Trinity Mirror identified by advertisers.
The exercise was partly designed to help Trinity Mirror identify areas for improvement, but also to to determine how advertisers perceived the service they received against their expectations.
The advertisers interviewed were from a mixture of categories, including retail, property, motoring, entertainment, recruitment, home services and business.
The research findings are already being used in division-wide initiatives and, in individual businesses, to improve even further Trinity Mirror's advertising proposition.
Warren Butcher, ad director Merseyside, where Trinity Mirror publishes the Daily Post and Echo newspapers, said: "Having this information enables us to influence some very specific areas that will make a meaningful difference as to how our customers rate and value us as a service and response provider."
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