THE RISE OF LOCAL MEDIA AND THECASE FOR LOCAL PRESS ADVERTISINGA study of existing research by MCSJune 2013
Go to Contents pageINTRODUCTION• This research came about because MCS waschallenged to explain why certain direct response...
Go to Contents pageINTRODUCTION• In our search for available knowledge, we found verylittle data in the form of best pract...
Go to Contents pageSCENARIO“Before the internet revolution, we were a brand thatsuccessfully used traditional direct marke...
Go to Contents pageCONTENTS• Summary of findings• About MCS• Background to Local• Compelling data about Local media• What ...
Go to Contents pageSUMMARY OF FINDINGS• Our research into others’ research revealed thefollowing:1. Whilst there has been ...
Go to Contents pageSUMMARY OF FINDINGS4. The thinking behind the creation of direct response pressads is much the same as ...
Go to Contents pageABOUT MCS• MCS is a local, creative marketing agency that breaksthe traditional agency mould.• We belie...
Go to Contents pageBACKGROUND TO LOCAL9
Go to Contents page 10
Go to Contents pageon regional & local media11
Go to Contents pagein regional & local media12
Go to Contents pageCOMPELLING DATA ABOUTLOCAL MEDIA13
Go to Contents page 14
Go to Contents pageThe potential reach of local papers compared withother media.15
Go to Contents pageof local papers16
Go to Contents page 17
Go to Contents page 18
Go to Contents pageAnother survey showing socio-economic reach.19
Go to Contents pageThe reach of local and national newspapers.20
Go to Contents pageLocal vs. National newspaper readershipbehaviour21
Go to Contents pageThe effect that advertising locally can have.22
Go to Contents pageThe impact that local advertising has on behaviour.23
Go to Contents pageWHAT PEOPLE FEEL AT ALOCAL LEVEL24
Go to Contents pageThe logic of a local presence.25
Go to Contents pageHow people feel about brands that give somethingto the local community.26
Go to Contents pageHow people feel about ‘local’.27
Go to Contents page 28
Go to Contents pageWhat readers feel about their local newspapers.29
Go to Contents pageWhat readers feel about their local content.30
Go to Contents pageRelevancy of advertising in local newspapers &sites.31
Go to Contents pageAnother study showing the perceived benefits oflocal media by readers.32
Go to Contents pageTrust – such an important aspect of direct response.33
Go to Contents pageAnother study showing the level of trust in local.34
Go to Contents pageTHE OPPORTUNITY FORBRANDS35
Go to Contents pageHow people spend their money.36
Go to Contents page 37
Go to Contents pageWOM – local papers’ efficacy at ‘spreading the word’38
Go to Contents pageCREATIVE MEDIAOPTIONS39
Go to Contents pageSTAND OUT IN LOCAL MEDIA• Regional and local titles are generally more flexible thannational titles in ...
Go to Contents page 41
Go to Contents page 42
Go to Contents pageFront page ‘L’ shape.43
Go to Contents pageBookends.44
Go to Contents page‘U’ shape.45
Go to Contents pageOnline – ‘Peelback’.46
Go to Contents pageLOCAL DIGITAL47
Go to Contents page 48
Go to Contents page 49
Go to Contents page 50
Go to Contents pageThe impact that regional newspapers have on theconsumer’s online behaviour.51
Go to Contents pageOn average, websites of local newspapers give anadditional 14% reach across the UK.52
Go to Contents page 53
Go to Contents pageOnline local news sites build strong relationshipswith consumers.54
Go to Contents pageOnline local news sites offer great opportunities forbrands to engage with an attentive audience.55
Go to Contents page 56
Go to Contents page 57
Go to Contents page 58
Go to Contents page 59
Go to Contents page 60
Go to Contents pageHigh engagement levels of local audience drawsmajor brands to advertise locally on digital sites.61
Go to Contents page 62
Go to Contents page 63
Go to Contents page 64
Go to Contents pageHonda – integrated, local advertising offline andonline.65
Go to Contents page 66
Go to Contents pageAnother example of integrated, local advertisingoffline and online.67
Go to Contents pageUSEFUL LINKS• www.thenationalmedia.co.uk– The National is an initiative that has been created by region...
Go to Contents pageUSEFUL LINKS• www.1local.org.uk– 1Local is one order and one invoice, 74 local daily titles, reaches ac...
Go to Contents pageUSEFUL LINKS• www.newsquestmedia.co.uk– Newsquest sells the power of local to national advertisers and ...
Go to Contents pageACKNOWLEDGEMENTSMCS would like to thank the following people andorganisations for their help in providi...
Go to Contents pageMCS CONTACT DETAILSRichard FullertonOffice: 0560 1416963Mobile: 07976 728 051Email: richard@mcs-organis...
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The Rise of and Case for Local Media

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This slidedeck is a summary of existing research on Local Media (local and regional press and their associated websites) in the UK. Our research into others’ research revealed the following:

- 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.

- People read local papers differently from national ones and seem to notice advertising more.

- 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.

- The thinking behind the creation of direct response press ads is much the same as existed in the 1990s.

- 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.

- 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.

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The Rise of and Case for Local Media

  1. 1. THE RISE OF LOCAL MEDIA AND THECASE FOR LOCAL PRESS ADVERTISINGA study of existing research by MCSJune 2013
  2. 2. Go to Contents pageINTRODUCTION• This research came about because MCS waschallenged to explain why certain direct response pressads, mainly in local press, were not delivering acceptableROI.• As experienced direct marketers we ‘know’ how to createa direct response ad that works.• But because of the ‘dash for digital’, even we found thatwe have become separated from the knowledge base ofdirect response, and so could not support our assertionthat local press advertising is still a viable channel forbrands that sell directly.2
  3. 3. Go to Contents pageINTRODUCTION• In our search for available knowledge, we found verylittle data in the form of best practice in, and case studiesof, direct response press.• This slidedeck is a pooling of the research we found andwe hope it is a welcome contribution to the paucity ofavailable research on the efficacy and logic of localdirect response press advertising.• It should be read with the accompanying Word documentOn Direct Response Press Advertising.• Our search continues – please join the LinkedIn Groupset up to help gather and share DR research.3
  4. 4. Go to Contents pageSCENARIO“Before the internet revolution, we were a brand thatsuccessfully used traditional direct marketing to grow ourbusiness, chiefly around our UK locations. Later, webecame an eCommerce business, enabling us to become atruly national brand but retained local & regional pressadvertising because it still worked for us. But recently, wehave found that responses to our direct response press adsin regional and local papers, and in consumer magazines,have reduced significantly. We want to know why”.A brand.4
  5. 5. Go to Contents pageCONTENTS• 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 details5
  6. 6. Go to Contents pageSUMMARY OF FINDINGS• Our research into others’ research revealed thefollowing:1. Whilst there has been a decline in circulation andreadership of national newspapers as people have goneonline, there has been a growth in readership of regionaland local papers.2. People read local papers differently from national onesand seem to notice advertising more.3. The regional newspaper owners and media agencieshave worked together to offer brands packages that givethem a greater potential reach of audience, enhancedtargeting, and access to a more receptive consumer – allat a cost which represents value. (cont.)6
  7. 7. Go to Contents pageSUMMARY OF FINDINGS4. The thinking behind the creation of direct response pressads is much the same as existed in the 1990s.5. There is the evidence that the online websites of localpapers actually boost audience reach – people who buythe paper also go online to read the title too.6. The opportunity for brands is clear – by advertising inlocal newspapers, they will reach a consumer who ismuch more open to receiving messaging and is morelikely to act on it.7
  8. 8. Go to Contents pageABOUT MCS• MCS is a local, creative marketing agency that breaksthe traditional agency mould.• We believe that our creativity is key to both our own andour clients success and add value by producingOutstanding Ideas that stand out‘ for our clients.• We offer a range of services, from traditional advertisingthrough to new media such as social. But one thingunderlies all our work – building brands – which webelieve is vital for organisations in today’s market.8
  9. 9. Go to Contents pageBACKGROUND TO LOCAL9
  10. 10. Go to Contents page 10
  11. 11. Go to Contents pageon regional & local media11
  12. 12. Go to Contents pagein regional & local media12
  13. 13. Go to Contents pageCOMPELLING DATA ABOUTLOCAL MEDIA13
  14. 14. Go to Contents page 14
  15. 15. Go to Contents pageThe potential reach of local papers compared withother media.15
  16. 16. Go to Contents pageof local papers16
  17. 17. Go to Contents page 17
  18. 18. Go to Contents page 18
  19. 19. Go to Contents pageAnother survey showing socio-economic reach.19
  20. 20. Go to Contents pageThe reach of local and national newspapers.20
  21. 21. Go to Contents pageLocal vs. National newspaper readershipbehaviour21
  22. 22. Go to Contents pageThe effect that advertising locally can have.22
  23. 23. Go to Contents pageThe impact that local advertising has on behaviour.23
  24. 24. Go to Contents pageWHAT PEOPLE FEEL AT ALOCAL LEVEL24
  25. 25. Go to Contents pageThe logic of a local presence.25
  26. 26. Go to Contents pageHow people feel about brands that give somethingto the local community.26
  27. 27. Go to Contents pageHow people feel about ‘local’.27
  28. 28. Go to Contents page 28
  29. 29. Go to Contents pageWhat readers feel about their local newspapers.29
  30. 30. Go to Contents pageWhat readers feel about their local content.30
  31. 31. Go to Contents pageRelevancy of advertising in local newspapers &sites.31
  32. 32. Go to Contents pageAnother study showing the perceived benefits oflocal media by readers.32
  33. 33. Go to Contents pageTrust – such an important aspect of direct response.33
  34. 34. Go to Contents pageAnother study showing the level of trust in local.34
  35. 35. Go to Contents pageTHE OPPORTUNITY FORBRANDS35
  36. 36. Go to Contents pageHow people spend their money.36
  37. 37. Go to Contents page 37
  38. 38. Go to Contents pageWOM – local papers’ efficacy at ‘spreading the word’38
  39. 39. Go to Contents pageCREATIVE MEDIAOPTIONS39
  40. 40. Go to Contents pageSTAND OUT IN LOCAL MEDIA• Regional and local titles are generally more flexible thannational titles in giving brands flexible press ad layoutoptions.• Although there are typically fewer ads in local titles soless clutter, brands still need to stand out so shouldconsider asking for creative layout solutions.• Options include bookends, fireplaces, T-shapes,starburst, XXL inserts, voucher ribbons and many more.Here are some examples....40
  41. 41. Go to Contents page 41
  42. 42. Go to Contents page 42
  43. 43. Go to Contents pageFront page ‘L’ shape.43
  44. 44. Go to Contents pageBookends.44
  45. 45. Go to Contents page‘U’ shape.45
  46. 46. Go to Contents pageOnline – ‘Peelback’.46
  47. 47. Go to Contents pageLOCAL DIGITAL47
  48. 48. Go to Contents page 48
  49. 49. Go to Contents page 49
  50. 50. Go to Contents page 50
  51. 51. Go to Contents pageThe impact that regional newspapers have on theconsumer’s online behaviour.51
  52. 52. Go to Contents pageOn average, websites of local newspapers give anadditional 14% reach across the UK.52
  53. 53. Go to Contents page 53
  54. 54. Go to Contents pageOnline local news sites build strong relationshipswith consumers.54
  55. 55. Go to Contents pageOnline local news sites offer great opportunities forbrands to engage with an attentive audience.55
  56. 56. Go to Contents page 56
  57. 57. Go to Contents page 57
  58. 58. Go to Contents page 58
  59. 59. Go to Contents page 59
  60. 60. Go to Contents page 60
  61. 61. Go to Contents pageHigh engagement levels of local audience drawsmajor brands to advertise locally on digital sites.61
  62. 62. Go to Contents page 62
  63. 63. Go to Contents page 63
  64. 64. Go to Contents page 64
  65. 65. Go to Contents pageHonda – integrated, local advertising offline andonline.65
  66. 66. Go to Contents page 66
  67. 67. Go to Contents pageAnother example of integrated, local advertisingoffline and online.67
  68. 68. Go to Contents pageUSEFUL LINKS• www.thenationalmedia.co.uk– The National is an initiative that has been created by regional presspublishers working together. 16 leading daily regional newspapersincluding the Manchester Evening News, Liverpool Echo, LeicesterMercury and the London Evening Standard are included in The Nationalwith a combined circulation of 1.4m (source: ABC) and 3.5m dailyreaders. Publishing partners include Trinity Mirror, Local World, theLondon Evening Standard, Johnston Press and the Midland NewsAssociation. The National gives national advertisers access to localaudiences with national scale.• www.newspapersoc.org.uk/research-and-insight– The Newspaper Society represents and promotes the interests ofBritains regional and local media. It was founded in 1836 and isbelieved to be the oldest publishers association in the world. The sectoris focused on providing local news and information across its 1,100 dailyand weekly, paid-for and free newspaper titles, and 1,600 websites.68
  69. 69. Go to Contents pageUSEFUL LINKS• www.1local.org.uk– 1Local is one order and one invoice, 74 local daily titles, reaches acombined readership of 6,730,634 adults, has a circulation of 2,345,469and 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 audiencecurrency. It is the result of collaboration between local media publishersand agencies, the NS, JICREG and ABCe, to achieve a unique cross-media planning tool. It gives agencies the hard data they need to targetlocal communities in print and online.• www.jicreg.co.uk– Launched in 1990, JICREG has revolutionised the way in which regionaland local media advertising is planned, bought and sold, by providingcredible and acceptable audience data for the vast majority of localnewspapers and their websites. It has become the main currency usedby advertisers, agencies, regional press publishers and their saleshouses.69
  70. 70. Go to Contents pageUSEFUL LINKS• www.newsquestmedia.co.uk– Newsquest sells the power of local to national advertisers and theiragencies. We represent Newsquest Media Group’s multi-mediaportfolio. 200+ newspapers, 140+ websites, and 40+ magazines thatreach over 25% of the population. Newsquest is a major player in thelocal media landscape, one of the big four local media groups in the UKin fact.• www.mediaforcegroup.co.uk– Mediaforce is one of the largest independently owned media companiesin the media sector. Have expertise in local and regional newspapersowning titles such as the Scotsman, Yorkshire Post, Belfast Telegraphand 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 topselling regional daily newspapers are AMRA titles covering keyconurbations across the UK70
  71. 71. Go to Contents pageACKNOWLEDGEMENTSMCS would like to thank the following people andorganisations for their help in providing content for thisresearch 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 Bailey71
  72. 72. Go to Contents pageMCS CONTACT DETAILSRichard FullertonOffice: 0560 1416963Mobile: 07976 728 051Email: richard@mcs-organisation.comWeb: www.mcs-organisation.comTwitter: @mcsorg72

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