Regional Press Pulls In UK Business Advertisers
The UK business community considers the regional press to be the most useful vehicle for advertising, according to the latest research from the Newspaper Society.
The Business Choice II survey, carried out by NOP, shows that 49% of consumers find the regional press the most useful for general business advertising. It also reveals that a quarter of business decision makers believe regional newspapers to be the most useful source of information on local suppliers.
The research consisted of 1,524 face-to-face interviews with people who influence the purchase of a range of products and services, including recruitment, advertising and office various forms of equipment.
According to the study, 69% of all UK business people read a regional newspaper and believe it to be the most trustworthy form of media. The regional press was also considered to be the most useful medium for job vacancies.
Commenting on the research, Hamish Pringle, director general of the IPA, said: “Business Choice is a valuable planning tool for agencies and is especially useful when a 360 degree view of brands at the purchasing process is required.”
Russell Collier, marketing director of the Newspaper Society, added: “Clearly any media strategists who are planning schedules to advertise and promote business-related products need to be aware of the total target audience, not just the relatively elite.”
He continued: “Business Choice II has made clear that people read local and regional newspapers when they are in the market to buy – and not just for themselves, but for the businesses they own and represent as well.”
Recent research from Mintel claims that the regional newspaper industry is in a strong position to maintain and grow profitability over the longer term. The report revealed that the industry is in great shape due to its local focus, which allows it to provide news and information that is not easily found elsewhere in such detail (see Research Claims Regional Press Is Set For Revenue Boost).
Newspaper Society: 020 7636 7014 www.newspapersoc.org.uk
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