Wrong! If you become invisible to your customers then sooner or later you will go out of business. You need to be discovered in more places than ever-in print, online, in conversation and in the market place.
With everyone screaming at you to spend your budget with them because they are better and bigger use this top ten as a guide to the value you are really getting.
The more people you can ‘talk to’ the more likely your phone is to ring because the chances of you reaching the right people is far greater. A cheap advertisement is still a waste of money if no one rings you as a result of it. If you have money to burn though saying yes without knowing how to interpret the offer made to you will result in you frittering your money away.
Top Ten Facts About Local Media
Local newspapers are more than twice as trusted as any other media channel.
Source: IPA Touchpoints 4 2012
The local press is the UK’s most popular print medium, read by 31 million people a week.
Source: BMRB/TGI 2012
There are 1,100 local newspapers and 1,600 associated websites in the UK.
Source: NS Database
Local media websites attract 62 million unique users each month.
Source: Newspaper Society
12 million people read a local newspaper but do not read a national newspaper.
Source: BMRB/TGI 2012
61% of adults read a local newspaper.
Source: BMRB/TGI 2012
Over 60% of people act on the ads in local newspapers.
Source: CrowdDNA/Loving Local
Advertising on local newspaper websites is 77% more likely to be believed and relied upon than advertising on other websites.
Source: the wanted ads III
11 million more UK adults read a local newspaper (31 million) than listen to commercial radio (20 million).
Source: BMRB/TGI 2012
Local press is the most effective media channel for generating word of mouth conversations. Source:
IPA Touchpoints 4 2012
It doesn’t matter what type of advertising you do just make sure that you check a few facts
Is the company verified or can they provide verified response reports? (Print product or online)
Will your advertisement be seen or relegated to the quiet time (radio), low circulation day (newspaper) out of area title (newspaper, magazines, leaflets)
Will your advertisement get clicked on? (Low unique visitors on an unpopular website)
Are people buying products as a result of advertising? (Social media)
Can I upgrade, amend or improve my website? Do I own the domain name (Website builder)
Direct Response Advertising 