Ad enough

26th January 2001 at 00:00
The Government's "Those who can, teach" recruitment campaign cost pound;7 million and has prompted 34,000 wannabes to register an interest. By the Diary's calculations that's pound;200 a head. Not bad, says Brian Leach, head of Bury tuition agency Ultimate in Tuition, but not good enough. His latest campaign recruited 135 teachers. Th cost? "pound;11 for the cardboard, pound;4 pounds for the plastic and pound;5 for the printing."

The method? Ads tied to lampposts of the "So you want to be a millionaire? Ring 0860....." type, more commonly associated with dodgy telesales work. At a cost of just 14p per recruit the ads may just be a glimpse of the future.

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