Research Proves Strength Of Regional Press
The Newspaper Society has today unveiled the largest piece of independent advertising effectiveness research ever undertaken by the UK regional press.
The Conversion Study, which emphasises the continued importance of the regional press in the changing media landscape, tracked multimedia advertising campaigns for 26 brands in four regions of the UK and involved over 9,000 face-to-face interviews at a cost of £250,000.
The findings of the report will be promoted by an extensive trade, direct mail and online ad campaign, as well as a special local newspaper week designed to raise awareness of the medium. The World Association of Newspapers will also present the findings of the report to agencies and clients in a series of conferences and events across the globe.
With the growing choice of media channels, pressure on marketing budgets and the increasing use of multi-media campaigns, the demand for proof of effectiveness has never been greater and according to the study, nine out of 10 campaigns in the local press are successful. On average, awareness of local press advertising amongst the brands in the study increased by 10 percentage points.
The research suggests that local press readers who are ‘in the market’ to make a purchase, actively seek information in the local press and are more alert to advertising messages.
The study also reveals that the regional press can play an important role in developing brand awareness. When a brand advertised in regional press, plus at least one other medium, consumers gained an additional 9 percentage points awareness from local press, which they did not get from the other media.
Larry Kilman, director of communications, at the World Association of Newspapers, commented: “The Newspaper Society’s Conversion Report is a major contribution to the growing body of evidence which shows that regional newspaper advertising works. It stands alone in its size, scope and quality and will clearly benefit the regional newspaper industry, and its advertisers, around the globe.”
According to the Newspaper Society, the regional press sells and distributes 70 million newspapers every week and 84% of UK adults read a regional newspaper. Danny Meadows-Klue, chairman of the Interactive Advertising Bureau and chief executive of digital strategy consulting commented: “Ten years ago some were sounding the industry’s death knell. Today we look across a sector that has reinvented itself: rebuilt its internal processes, changed its culture, radically broadened its product ranges, found new ways to reach its customers, and in general, defended its turf.”
It is hoped the results will serve to remind London-centric media world of the continued importance of the local press to increasingly fragmented communities.
A report based on the ABC regional newspaper figures for the period July to December 2002 will be avaliable on NewsLine later today.
Newspaper Society: 020 7636 7014 www.newspapersoc.org.uk
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