Regionals Used For Classified

Research carried out by the Newspaper Society into the use and value of classified advertising in consumer buying, The Consumer’s Choice II, has shown that 89% of all adults are interested in classified advertising, and that regional and local press is where they look for it (87%).

The regional and local press is the most powerful media persuader in the five key areas of recruitment, motoring, property, home services and private advertising. The next most popular source of classified advertising is the national press (51% of adults), while much smaller audiences look at special interest magazines.

The research also showed that 62% of all adults enjoy looking through classified advertising, and that regional press is seen as the number one source for classified advertising.

One in seven of the current workforce found their current job through an advertisement in the regional press; almost 89% of those interested in recruitment advertising will look to the regional press. The next most popular source is the national press.

Regional press is also the most popular source for buying a second hand-car with 3.5m buyers last year consulting their local press. The same goes for property buyers; the main media source is the local press.

Nearly a quarter of consumers actively responded to classified advertising in the last 12 months, and most saw it in the regional press. Those most likely to respond to ads in regional press are under-55s, parents, working people and ABC1C2 social grades.

Newspaper Society: 071 363 7014