You have 2 more free articles remaining

But, not content to sit back with that, in recent months the company have embarked on the second stage of their most intensive marketing campaign ever.

A 16,000-leaflet mail shot went out to antiques enthusiasts living within a 30-mile radius of the fair then a nine-day radio campaign and television commercials were among the devices employed to bring in the crowds.

And the Newark team tell me the extra promotion money they spent paid off handsomely on August 18 and 19.

The first day was the best August trade day on record and the third best Newark trade day ever. The following day, when the public streamed in attendance was 23 per cent up on the same day last year.

Which is even more creditable when you consider that in terms of temperatures this was the hottest Newark ever.