This slidedeck is a summary of existing research on Local Media (local and regional press and their associated websites) in the UK. Our research into others’ research revealed the following: - Whilst there has been a decline in circulation and readership of national newspapers as people have gone online, there has been a growth in readership of regional and local papers. - People read local papers differently from national ones and seem to notice advertising more. - The regional newspaper owners and media agencies have worked together to offer brands packages that give them a greater potential reach of audience, enhanced targeting, and access to a more receptive consumer – all at a cost which represents value. - The thinking behind the creation of direct response press ads is much the same as existed in the 1990s. - There is the evidence that the online websites of local papers actually boost audience reach – people who buy the paper also go online to read the title too. - The opportunity for brands is clear – by advertising in local newspapers, they will reach a consumer who is much more open to receiving messaging and is more likely to act on it.

1. THE RISE OF LOCAL MEDIA AND THE
CASE FOR LOCAL PRESS ADVERTISING
A study of existing research by MCS
June 2013

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INTRODUCTION
• This research came about because MCS was
challenged to explain why certain direct response press
ads, mainly in local press, were not delivering acceptable
ROI.
• As experienced direct marketers we ‘know’ how to create
a direct response ad that works.
• But because of the ‘dash for digital’, even we found that
we have become separated from the knowledge base of
direct response, and so could not support our assertion
that local press advertising is still a viable channel for
brands that sell directly.
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INTRODUCTION
• In our search for available knowledge, we found very
little data in the form of best practice in, and case studies
of, direct response press.
• This slidedeck is a pooling of the research we found and
we hope it is a welcome contribution to the paucity of
available research on the efficacy and logic of local
direct response press advertising.
• It should be read with the accompanying Word document
On Direct Response Press Advertising.
• Our search continues – please join the LinkedIn Group
set up to help gather and share DR research.
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SCENARIO
“Before the internet revolution, we were a brand that
successfully used traditional direct marketing to grow our
business, chiefly around our UK locations. Later, we
became an eCommerce business, enabling us to become a
truly national brand but retained local & regional press
advertising because it still worked for us. But recently, we
have found that responses to our direct response press ads
in regional and local papers, and in consumer magazines,
have reduced significantly. We want to know why”.
A brand.
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CONTENTS
• Summary of findings
• About MCS
• Background to Local
• Compelling data about Local media
• What people feel at a local level
• The Opportunity for Brands
• Creative media options
• Local Digital
• Useful links
• Acknowledgements
• MCS contact details
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SUMMARY OF FINDINGS
• Our research into others’ research revealed the
following:
1. Whilst there has been a decline in circulation and
readership of national newspapers as people have gone
online, there has been a growth in readership of regional
and local papers.
2. People read local papers differently from national ones
and seem to notice advertising more.
3. The regional newspaper owners and media agencies
have worked together to offer brands packages that give
them a greater potential reach of audience, enhanced
targeting, and access to a more receptive consumer – all
at a cost which represents value. (cont.)
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SUMMARY OF FINDINGS
4. The thinking behind the creation of direct response press
ads is much the same as existed in the 1990s.
5. There is the evidence that the online websites of local
papers actually boost audience reach – people who buy
the paper also go online to read the title too.
6. The opportunity for brands is clear – by advertising in
local newspapers, they will reach a consumer who is
much more open to receiving messaging and is more
likely to act on it.
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ABOUT MCS
• MCS is a local, creative marketing agency that breaks
the traditional agency mould.
• We believe that our creativity is key to both our own and
our clients' success and add value by producing
'Outstanding Ideas that stand out‘ for our clients.
• We offer a range of services, from traditional advertising
through to new media such as social. But one thing
underlies all our work – building brands – which we
believe is vital for organisations in today’s market.
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BACKGROUND TO LOCAL
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on regional & local media
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in regional & local media
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COMPELLING DATA ABOUT
LOCAL MEDIA
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The potential reach of local papers compared with
other media.
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of local papers
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Another survey showing socio-economic reach.
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The reach of local and national newspapers.
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Local vs. National newspaper readership
behaviour
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The effect that advertising locally can have.
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The impact that local advertising has on behaviour.
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WHAT PEOPLE FEEL AT A
LOCAL LEVEL
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The logic of a local presence.
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How people feel about brands that give something
to the local community.
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How people feel about ‘local’.
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What readers feel about their local newspapers.
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What readers feel about their local content.
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Relevancy of advertising in local newspapers &
sites.
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Another study showing the perceived benefits of
local media by readers.
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Trust – such an important aspect of direct response.
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Another study showing the level of trust in local.
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THE OPPORTUNITY FOR
BRANDS
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How people spend their money.
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WOM – local papers’ efficacy at ‘spreading the word’
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CREATIVE MEDIA
OPTIONS
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STAND OUT IN LOCAL MEDIA
• Regional and local titles are generally more flexible than
national titles in giving brands flexible press ad layout
options.
• Although there are typically fewer ads in local titles so
less clutter, brands still need to stand out so should
consider asking for creative layout solutions.
• Options include bookends, fireplaces, T-shapes,
starburst, XXL inserts, voucher ribbons and many more.
Here are some examples....
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Front page ‘L’ shape.
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Bookends.
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‘U’ shape.
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Online – ‘Peelback’.
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LOCAL DIGITAL
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The impact that regional newspapers have on the
consumer’s online behaviour.
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On average, websites of local newspapers give an
additional 14% reach across the UK.
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Online local news sites build strong relationships
with consumers.
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Online local news sites offer great opportunities for
brands to engage with an attentive audience.
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High engagement levels of local audience draws
major brands to advertise locally on digital sites.
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Honda – integrated, local advertising offline and
online.
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Another example of integrated, local advertising
offline and online.
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USEFUL LINKS
• www.thenationalmedia.co.uk
– The National is an initiative that has been created by regional press
publishers working together. 16 leading daily regional newspapers
including the Manchester Evening News, Liverpool Echo, Leicester
Mercury and the London Evening Standard are included in The National
with a combined circulation of 1.4m (source: ABC) and 3.5m daily
readers. Publishing partners include Trinity Mirror, Local World, the
London Evening Standard, Johnston Press and the Midland News
Association. The National gives national advertisers access to local
audiences with national scale.
• www.newspapersoc.org.uk/research-and-insight
– The Newspaper Society represents and promotes the interests of
Britain's regional and local media. It was founded in 1836 and is
believed to be the oldest publishers' association in the world. The sector
is focused on providing local news and information across its 1,100 daily
and weekly, paid-for and free newspaper titles, and 1,600 websites.
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USEFUL LINKS
• www.1local.org.uk
– 1Local is one order and one invoice, 74 local daily titles, reaches a
combined readership of 6,730,634 adults, has a circulation of 2,345,469
and is one piece of copy, or a maximum of 12 TV area splits.
• www.newspapersoc.org.uk/locally-connected
– Locally Connected is the UK’s first integrated print and online audience
currency. It is the result of collaboration between local media publishers
and agencies, the NS, JICREG and ABCe, to achieve a unique cross-
media planning tool. It gives agencies the hard data they need to target
local communities in print and online.
• www.jicreg.co.uk
– Launched in 1990, JICREG has revolutionised the way in which regional
and local media advertising is planned, bought and sold, by providing
credible and acceptable audience data for the vast majority of local
newspapers and their websites. It has become the main currency used
by advertisers, agencies, regional press publishers and their sales
houses.
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USEFUL LINKS
• www.newsquestmedia.co.uk
– Newsquest sells the power of local to national advertisers and their
agencies. We represent Newsquest Media Group’s multi-media
portfolio. 200+ newspapers, 140+ websites, and 40+ magazines that
reach over 25% of the population. Newsquest is a major player in the
local media landscape, one of the big four local media groups in the UK
in fact.
• www.mediaforcegroup.co.uk
– Mediaforce is one of the largest independently owned media companies
in the media sector. Have expertise in local and regional newspapers
owning titles such as the Scotsman, Yorkshire Post, Belfast Telegraph
and Portsmouth News.
• www.amra.co.uk
– Amra is one of the UK’s leading regional media sales agency –
established for over 30 years. 17 out of 20 of the country’s top
selling regional daily newspapers are AMRA titles covering key
conurbations across the UK
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ACKNOWLEDGEMENTS
MCS would like to thank the following people and
organisations for their help in providing content for this
research summary:
• DMA - Yashraj Jain
• IDM – Caroline Robertson
• Newspaper Society – Justin Fenton
• Mediaforce – Jackie Robinson
• Newsquest Media – Matt Smith
• Media Managers – Jon Elson
• WARC – Kirran Dhillon
• Archant Media – Emma Bailey
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MCS CONTACT DETAILS
Richard Fullerton
Office: 0560 1416963
Mobile: 07976 728 051
Email: richard@mcs-organisation.com
Web: www.mcs-organisation.com
Twitter: @mcsorg
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