Connect Locally Through Native Content. Local Media landscape 1,100 core newspaper and 1,700...
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Transcript of Connect Locally Through Native Content. Local Media landscape 1,100 core newspaper and 1,700...
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%
4141millio
nm
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
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.
For more information please contact Ian Sweeney on
0207 963 7491 or [email protected]