Consumers Respond Positively To Regional Advertising
Over sixty percent of Britain’s population respond to newspaper adverts placed in the regional press, with the majority of consumers preferring to spend their money close to home, according to far-reaching new research by the Newspaper Society.
Consumers’ Choice V, a national survey by TNS Media, looked at lifestyle, buying habits and the role of the media on consumers making purchasing decisions. It concluded that life is lived locally, with most people preferring to shop close to home.
According to the Newspaper Society, 57% of adults do their grocery shopping within two miles of home, while 52% of adults travel under five miles to buy furniture and carpets. On average people buying white electrical goods will travel seven miles, but 59% of brown goods shopping is done within five miles of the home.
The Newspaper Society claims that communicating locally can have long-term benefits for advertisers, as most residents are unlikely to move far outside their current area. The study claims that 62% of people relocate within a five mile radius when they move home, demonstrating a strong and long-term attachment to their local area.
Commenting on the findings of the study Lynne Anderson, communications director of the Newspaper Society, said: “Consumers’ Choice V is a clear demonstration that brands need to look seriously at the way in which they target consumers, in order to reach them in the right time and place, when they are in the market to buy.
She added: “Tomorrow’s successful brands will have to be personal, intimate and authentic if they are to capture people’s attention. This can be seen in advertising campaigns by major national brands such as HSBC, Innocent Drinks and MacDonalds, which are all focusing on the concept of community. The regional press provides a gateway for brands to achieve this, by giving them a voice in the places that people live.”
The Newspaper Society recently launched a high-profile marketing campaign to highlight the strengths of the regional press as an advertising medium, in an attempt to build on its recent successes and attract more companies to the sector.
The Society claimed that local press is the only above-the-line medium to have increased advertising revenue every year for the last 12 years. The sector has succeeded in growing its share of the media market and expanding its audiences (see Newspaper Society Launches Advertising Campaign).
The Newspaper Society: 020 7636 7014 www.newspapersoc.org.uk
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