# Figuring it out

- Link: https://fundraising.co.uk/1999/01/19/figuring-it-out/
- Published: 1999-01-19T00:00:00+00:00
- Author: Howard Lake

The charity John Grooms has recently been placing some well-considered 2×10 display
adverts on the Unit Trust prices page of The Times. The small advertisement, with
its larger text and graphic, stands out well amid the tiny type of the trust prices
surrounding it. More importantly though it is clearly aiming to reach a valuable
market by choosing that page – regular readers will include fund managers, company
directors, investment advisers and individual investors.
The charity John Grooms
has recently been placing some well-considered 2×10 display adverts on the Unit 
Trust prices page of The Times. The small advertisement, with its larger text and
graphic, stands out well amid the tiny type of the trust prices surrounding it. 
More importantly though it is clearly aiming to reach a valuable market by choosing
that page – regular readers will include fund managers, company directors, investment
advisers and individual investors.

Now Action Research has joined them with a fundraising advert for its £100,000 Pot
of Gold fundraising appeal appearing in the middle of The Times’ Equity prices page.
The reversed-out advertisement is even more striking.

Clearly, even charities which can’t afford to pay for a full-page national newspaper
advertisement can still achieve a similarly powerful impact with clever media buying.

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