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Western Telegraph’s complaint against The Herald dismissed

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Pleased with result: Herald editor, Thomas Sinclair

A COMPLAINT made to the Advertising Standards Authority (ASA) about The Pembrokeshire Herald’s media pack and marketing by the Western Telegraph’s publisher, Dean Merrick, has been rejected.

In his complaint, Mr Merrick alleged that information provided to customers regarding the number of copies being printed per week were ‘untrue’. Mr Merrick also challenged the Herald’s weekly readership figures.

An investigation by the ASA confirmed that the Pembrokeshire Herald correctly advertised that the publication prints 10,000 copies per week.

The regulatory body is also allowing The Herald to advertise a readership figure of 17,000, on the basis that it is made clear to readers that this is an estimated figure.

Herald publisher Thomas Sinclair said: “At the time of the complaint I said that it was a pretty desperate act. Now, the Advertising Standards Authority reviewed both our print run and circulation figures and they were satisfied that we were able to substantiate both. So my view remains the same about Dean Merrick’s actions.”

Mr Sinclair added: “The number of readers a paper has every week is calculated by the average number of people a newspaper is seen by; that is called the “pass on rate”. We checked our position against the accepted industry benchmark and erred on the side of caution when calculating our total readership.  If anything, we underestimate our readership and did this knowing that our figures would be eventually audited.

“Other papers claim a higher pass on rate than we do. If you read some advertising features in some other papers, they bear no relation to the pass on rate. One feature in a rival claimed something like 50,000 plus readers. That would mean a pass on rate far in excess of what can be justified by reference to industry standard practice and would mean they were selling almost twice as many papers as they actually do.

Clear message: 17000 readers on banners at Milford Carnival this year.

Clear message: 17000 readers on banners at Milford Carnival this year.

“I am pleased that, subject to a very minor change that we have agreed pending the end of year audit, the ASA have determined the complaint to be groundless and will take no further action.

“It makes you wonder just how desperate multinational newspaper groups are if, rather than give their advertising customers a positive message about themselves, they allow the outsiders they parachute in to run their supposedly “local” brands to attack competitors.

Mr Sinclair concluded: “I think what has happened shows the difference between something produced by a soulless corporation without roots in the community and a real local newspaper concentrating on real local issues.”

Sales Director Tim Evans added: “We sell our product positively. It’s a pity that some others lack the confidence and ability to do the same with their own.”

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1 Comment

1 Comment

  1. Terrys trousers

    October 15, 2014 at 11:36 pm

    Is the WT a proper newspaper ? thought it was the council funded in house mag

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Broad Haven: Car overturns in wet weather on B4341

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A CAR overturned in the wet weather on the B4341 Haverfordwest to Broad Haven road on Friday evening (Jul 3).

First on the scene, local Stephen Hughes told The Herald: “I was driving along and noticed a car had overturned on the Broad Haven Road past the left turning for Tiers Cross. I stopped and checked to see if everyone as okay.

“No one was injured, and I stayed until the police arrived.”

Police directed traffic and assisted with the recovery of the vehicle.

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County Hall in NHS blue lights tribute

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COUNTY HALL in Haverfordwest was lit in blue last night (Friday, 3rd July) and will be again tonight and tomorrow night as a tribute to NHS workers and social care staff throughout the country.

The illumination also marks the 72nd anniversary of the NHS on Sunday.

Said Pembrokeshire County Council Chairman, Dr Simon Hancock: “We owe these workers a great debt which will never be fully repaid and this gesture by the Council is richly deserved.”

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Cllr Beynon suspended as school governor at Pembroke’s Ysgol Harri Tudur

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PEMBROKESHIRE COUNTY COUNCIL said that they are unable to comment on the suspension of a Pembroke Dock councillor as a school governor.

Cllr Beynon confirmed that he has been suspended as a school governor at Pembroke’s Ysgol Harri Tudur.

“I’m looking forward until when the ombudsman throws out the complaints,” Cllr Beynon said.

Paul Dowson, a fellow Pembroke Dock councillor, recently resigned from the board of school governors of Ysgol Harri Tudur.

Cllr Dowson said after he resigned: “I feel a recent smear campaign reflects badly on the school even though its untrue.”

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