Connect Locally Through Native Content

Local Media landscape

• 1,100 core newspaper and 1,700 companion websites, hundreds of niche and ultra local publications and a range of other digital and broadcast channels

Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014

25 million (49%) read a local newspaper

65% of regular newspaper readers read a local

41 million are interested in local news

65%65%

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illion

Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014

• 69% would not change the newspaper they read

• 75% believe what is in their local paper than a national paper

Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014

Source: GB TGI 2014 Base: All adults, IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)

There is a clear benefit for companies getting involved in the local community…

• 96% like companies that involve themselves in the local community

• 93% feel better about companies who sponsor projects which put something back into the community

…and advertising through local media

Source: GB TGI 2014 Base: All AdultsIPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)

Look for a bargain in local first

“Local newspaper ads often alert me to new

products and services”

12m

Newspaper readers…

Source: GB TGI 2014 Base: Newspaper Readers (Regional , National),IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)

81% believe advertising fits best

within a newspaper

4 million local readers

believe adverts help them

make purchase decisions

74% often notice the adverts in local papers

What is Featurelink?

• Content marketing that connects national campaigns with local features

• Complements an advertising campaign using the native style of the newspaper

Why use Featurelink?

• Give depth to an advertising campaign– Connect and relate with your audience– Build awareness and belief of the product– Put emphasis on the advertising message

• Ability to regionalise the message to get to the heart of the audience

How it works

• You Provide – A brief – An advertising schedule– The content (press releases/case studies, imagery)

• We Secure – Content next to advert – position guaranteed– Match the size of the advert with editorial space (25x4 guarantees 25x4

editorial space)– Native style set within the newspaper environment

• Added Value - story promoted across the local media industry to 1,100 newspapers and 1,700 affiliate websites – giving the opportunity for newspapers not on the schedule to run the content

Department for Communities and Local Government‘Fire Kills’ Awareness Campaigns

Post-campaign research

- 82% who read a local newspaper agreed that the use of localised Fire Kills messages helped make the reader understand the importance of the issue more effectively.

- 65% of readers will remember to test their smoke alarms when the clocks change.

- 93% of readers agree the local newspaper is the best way to find out what is happening in the area they live vs 69% of non readers.

- 89% of readers agree they trust their local newspaper to report accurately and honestly vs. 65% of non readers.

Source: NS Intelligence (Demographix) Fire Kills Research (2013) Base : All respondents Sample: 554.

RNLI‘‘Leave a Legacy’/’Beach Smart’ Promotional Campaign

British Red Cross‘Make a Difference’ Awareness Campaign

Oxfam‘Lift Lives for Good’ Awareness Campaign

Department for Work and Pensions‘We’re all in’/‘Home Swapping’ Awareness Campaigns

UNISONMembership Drive Promotional Campaign

Weight Watchers‘Simple Start’ Promotional Campaign

Warner Leisure HotelsHotel Investment Promotional Campaign

Clients

For more information please contact Ian Sweeney on

0207 963 7491 or ians@newspapersoc.org.uk