The Rise of and Case for Local Media
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This document presents findings on the effectiveness of local press advertising, indicating that despite a decline in national newspaper circulation, local papers are experiencing increased readership and engagement. It highlights that local media offers brands a cost-effective way to reach a more receptive audience, with advertising strategies akin to those in the 1990s still being relevant. The study serves as a resource to address the decline in ROI from local press ads and emphasizes continued research efforts in the field.
The Rise of and Case for Local Media
- 1. THE RISE OF LOCAL MEDIA AND THE CASE FOR LOCAL PRESS ADVERTISING A study of existing research by MCS June 2013
- 2. Go to Contents page INTRODUCTION • This research came about because MCS was challenged to explain why certain direct response press ads, mainly in local press, were not delivering acceptable ROI. • As experienced direct marketers we ‘know’ how to create a direct response ad that works. • But because of the ‘dash for digital’, even we found that we have become separated from the knowledge base of direct response, and so could not support our assertion that local press advertising is still a viable channel for brands that sell directly. 2
- 3. Go to Contents page INTRODUCTION • In our search for available knowledge, we found very little data in the form of best practice in, and case studies of, direct response press. • This slidedeck is a pooling of the research we found and we hope it is a welcome contribution to the paucity of available research on the efficacy and logic of local direct response press advertising. • It should be read with the accompanying Word document On Direct Response Press Advertising. • Our search continues – please join the LinkedIn Group set up to help gather and share DR research. 3
- 4. Go to Contents page SCENARIO “Before the internet revolution, we were a brand that successfully used traditional direct marketing to grow our business, chiefly around our UK locations. Later, we became an eCommerce business, enabling us to become a truly national brand but retained local & regional press advertising because it still worked for us. But recently, we have found that responses to our direct response press ads in regional and local papers, and in consumer magazines, have reduced significantly. We want to know why”. A brand. 4
- 5. Go to Contents page CONTENTS • Summary of findings • About MCS • Background to Local • Compelling data about Local media • What people feel at a local level • The Opportunity for Brands • Creative media options • Local Digital • Useful links • Acknowledgements • MCS contact details 5
- 6. Go to Contents page SUMMARY OF FINDINGS • Our research into others’ research revealed the following: 1. Whilst there has been a decline in circulation and readership of national newspapers as people have gone online, there has been a growth in readership of regional and local papers. 2. People read local papers differently from national ones and seem to notice advertising more. 3. The regional newspaper owners and media agencies have worked together to offer brands packages that give them a greater potential reach of audience, enhanced targeting, and access to a more receptive consumer – all at a cost which represents value. (cont.) 6
- 7. Go to Contents page SUMMARY OF FINDINGS 4. The thinking behind the creation of direct response press ads is much the same as existed in the 1990s. 5. There is the evidence that the online websites of local papers actually boost audience reach – people who buy the paper also go online to read the title too. 6. The opportunity for brands is clear – by advertising in local newspapers, they will reach a consumer who is much more open to receiving messaging and is more likely to act on it. 7
- 8. Go to Contents page ABOUT MCS • MCS is a local, creative marketing agency that breaks the traditional agency mould. • We believe that our creativity is key to both our own and our clients' success and add value by producing 'Outstanding Ideas that stand out‘ for our clients. • We offer a range of services, from traditional advertising through to new media such as social. But one thing underlies all our work – building brands – which we believe is vital for organisations in today’s market. 8
- 9. Go to Contents page BACKGROUND TO LOCAL 9
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- 11. Go to Contents page on regional & local media 11
- 12. Go to Contents page in regional & local media 12
- 13. Go to Contents page COMPELLING DATA ABOUT LOCAL MEDIA 13
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- 15. Go to Contents page The potential reach of local papers compared with other media. 15
- 16. Go to Contents page of local papers 16
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- 19. Go to Contents page Another survey showing socio-economic reach. 19
- 20. Go to Contents page The reach of local and national newspapers. 20
- 21. Go to Contents page Local vs. National newspaper readership behaviour 21
- 22. Go to Contents page The effect that advertising locally can have. 22
- 23. Go to Contents page The impact that local advertising has on behaviour. 23
- 24. Go to Contents page WHAT PEOPLE FEEL AT A LOCAL LEVEL 24
- 25. Go to Contents page The logic of a local presence. 25
- 26. Go to Contents page How people feel about brands that give something to the local community. 26
- 27. Go to Contents page How people feel about ‘local’. 27
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- 29. Go to Contents page What readers feel about their local newspapers. 29
- 30. Go to Contents page What readers feel about their local content. 30
- 31. Go to Contents page Relevancy of advertising in local newspapers & sites. 31
- 32. Go to Contents page Another study showing the perceived benefits of local media by readers. 32
- 33. Go to Contents page Trust – such an important aspect of direct response. 33
- 34. Go to Contents page Another study showing the level of trust in local. 34
- 35. Go to Contents page THE OPPORTUNITY FOR BRANDS 35
- 36. Go to Contents page How people spend their money. 36
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- 38. Go to Contents page WOM – local papers’ efficacy at ‘spreading the word’ 38
- 39. Go to Contents page CREATIVE MEDIA OPTIONS 39
- 40. Go to Contents page STAND OUT IN LOCAL MEDIA • Regional and local titles are generally more flexible than national titles in giving brands flexible press ad layout options. • Although there are typically fewer ads in local titles so less clutter, brands still need to stand out so should consider asking for creative layout solutions. • Options include bookends, fireplaces, T-shapes, starburst, XXL inserts, voucher ribbons and many more. Here are some examples.... 40
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- 43. Go to Contents page Front page ‘L’ shape. 43
- 44. Go to Contents page Bookends. 44
- 45. Go to Contents page ‘U’ shape. 45
- 46. Go to Contents page Online – ‘Peelback’. 46
- 47. Go to Contents page LOCAL DIGITAL 47
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- 51. Go to Contents page The impact that regional newspapers have on the consumer’s online behaviour. 51
- 52. Go to Contents page On average, websites of local newspapers give an additional 14% reach across the UK. 52
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- 54. Go to Contents page Online local news sites build strong relationships with consumers. 54
- 55. Go to Contents page Online local news sites offer great opportunities for brands to engage with an attentive audience. 55
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- 61. Go to Contents page High engagement levels of local audience draws major brands to advertise locally on digital sites. 61
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- 65. Go to Contents page Honda – integrated, local advertising offline and online. 65
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- 67. Go to Contents page Another example of integrated, local advertising offline and online. 67
- 68. Go to Contents page USEFUL LINKS • www.thenationalmedia.co.uk – The National is an initiative that has been created by regional press publishers working together. 16 leading daily regional newspapers including the Manchester Evening News, Liverpool Echo, Leicester Mercury and the London Evening Standard are included in The National with a combined circulation of 1.4m (source: ABC) and 3.5m daily readers. Publishing partners include Trinity Mirror, Local World, the London Evening Standard, Johnston Press and the Midland News Association. The National gives national advertisers access to local audiences with national scale. • www.newspapersoc.org.uk/research-and-insight – The Newspaper Society represents and promotes the interests of Britain's regional and local media. It was founded in 1836 and is believed to be the oldest publishers' association in the world. The sector is focused on providing local news and information across its 1,100 daily and weekly, paid-for and free newspaper titles, and 1,600 websites. 68
- 69. Go to Contents page USEFUL LINKS • www.1local.org.uk – 1Local is one order and one invoice, 74 local daily titles, reaches a combined readership of 6,730,634 adults, has a circulation of 2,345,469 and is one piece of copy, or a maximum of 12 TV area splits. • www.newspapersoc.org.uk/locally-connected – Locally Connected is the UK’s first integrated print and online audience currency. It is the result of collaboration between local media publishers and agencies, the NS, JICREG and ABCe, to achieve a unique cross- media planning tool. It gives agencies the hard data they need to target local communities in print and online. • www.jicreg.co.uk – Launched in 1990, JICREG has revolutionised the way in which regional and local media advertising is planned, bought and sold, by providing credible and acceptable audience data for the vast majority of local newspapers and their websites. It has become the main currency used by advertisers, agencies, regional press publishers and their sales houses. 69
- 70. Go to Contents page USEFUL LINKS • www.newsquestmedia.co.uk – Newsquest sells the power of local to national advertisers and their agencies. We represent Newsquest Media Group’s multi-media portfolio. 200+ newspapers, 140+ websites, and 40+ magazines that reach over 25% of the population. Newsquest is a major player in the local media landscape, one of the big four local media groups in the UK in fact. • www.mediaforcegroup.co.uk – Mediaforce is one of the largest independently owned media companies in the media sector. Have expertise in local and regional newspapers owning titles such as the Scotsman, Yorkshire Post, Belfast Telegraph and Portsmouth News. • www.amra.co.uk – Amra is one of the UK’s leading regional media sales agency – established for over 30 years. 17 out of 20 of the country’s top selling regional daily newspapers are AMRA titles covering key conurbations across the UK 70
- 71. Go to Contents page ACKNOWLEDGEMENTS MCS would like to thank the following people and organisations for their help in providing content for this research summary: • DMA - Yashraj Jain • IDM – Caroline Robertson • Newspaper Society – Justin Fenton • Mediaforce – Jackie Robinson • Newsquest Media – Matt Smith • Media Managers – Jon Elson • WARC – Kirran Dhillon • Archant Media – Emma Bailey 71
- 72. Go to Contents page MCS CONTACT DETAILS Richard Fullerton Office: 0560 1416963 Mobile: 07976 728 051 Email: richard@mcs-organisation.com Web: www.mcs-organisation.com Twitter: @mcsorg 72