THE GUV'NOR Dennis Griffiths

The licensee of the Miners Rest, Barnsley, Yorkshire, wishes the pubcos luck in organising a national TV advertising campaign

A little bird told me last November at the Federation of Licensed Victuallers' Associations AGM at Scarborough that discussions were taking place between pubco executives regarding the backing of a TV advertising campaign to promote the British pub.

This is a subject very close to my heart. The British pub is the envy of the world. Yet its very existence in its homeland is in question due to rising running costs and a decline in public support.

These are the main reasons why I think the pubcos should definitely advertise on TV:

1. Breweries no longer own pubs; their TV ads refer to their brands, so encouraging sales from off-licences and supermarkets.

2. Attendance at bingo has trebled since TV advertising began three or four years ago and the average age of people attending sessions has fallen.

3. The British pub is by far the largest industry in this country that has no media coverage now that breweries do not own the pubs. It is now up to the pubcos to advertise their own product.

May I take this opportunity to wish all the pubcos every success in their discussions on the strategy and hope the outcome is positive.

My suggestions:

1. Cut costs by advertising in just one region to begin with, rather than paying for a national campaign.

2. Raise money from all the main pubcos pro rata to the number of pubs in their estates in that area with an added contribution from all the brewers.

3 Monitor the results in the chosen area and if it works, go national.

A last request:

Especially to Ted Tuppen and Giles Thorley, if this is not feasible please explain to a confused and simple licensee, why not?

In conclusion:

This licensee believes that if you advertised the pub in the early evening when the choice is between a tempting pint in your friendly local hostelry or Emmerdale, there would only be one winner.

That extra trade could be the difference between that friendly local continuing to trade or closing. But we must move quickly while the public still has that choice.

So, chief executives, remember it pays to advertise and who knows, it may actually reduce the number of "to let" signs.

And, for a change, you could please both the licensees and the shareholders at the same time.