Russell Collier

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Russell Collier
Marketing Director Newspaper Society
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Tonight
Put Business Choice II in context
Food for thought about the power of local and
regional newspapers
Offer some challenges and opportunities to
planners, buyers, marketers and sellers of the
medium
Will NOT show every chart or table!
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Why is Business Choice II important?
Expanded definition of business decision
makers 10.5 million people not just the elite
More like normal people lines between
consumers and business decision-makers
blurring
Enormous spending power at work impacts on
media, both brand and retail
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Overall, 74 of UK business people participate
in the decision to purchase business related
equipment services.
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Areas of operation of company
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The UK business community considers the regional
press to be the most useful media for local
business news, by a huge margin.
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More than one third (36) of all UK business
people consider the regional press to "have its
finger on the pulse of business in their region".
This is more than double the number who
nominated the 2nd ranked Trade Magazines.
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Context - Helpful
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A quarter of the UK business community consider
the regional press to be the most useful source
of information on local suppliers, second only to
Yellow Pages (31).
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When asked which media they refer to and find
useful for general business advertising, almost
half (49) chose the regional press.
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Context - Trustworthy
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The UK business community thought the regional
press was more trustworthy (30) than any other
media.
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Context - Conversion
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22 of the UK business people said they had
responded to a business advertisement on the
Internet during the last 12 months. The regional
press ranked in 2nd place with 16 response.
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The conversion position
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44
89
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The Magic Number
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9
6
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Proximity and Predisposition
Brand awareness
Far
Advertising
Uncertainty
Buying position
Media
PROXIMITY
Detail
Local Press domain
In the market
Direction
Broadcast / Mass
Buyer
Referable media with detail
Local
Near
No interest
Level of PREDISPOSITION to making a major purchase
About to buy
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Proximity and Predisposition
Brand awareness
Far
Advertising
Uncertainty
Buying position
Media
PROXIMITY
Detail
Local Press domain
In the market
Direction
Broadcast / Mass
Buyer
Referable media with detail
Local
Near
No interest
Level of PREDISPOSITION to making a major purchase
About to buy
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The in the market effect

• Awareness of advertising among these consumers
• Grew by 14 relative to 10 for the general
  public
• Local press is an established marketplace
• In the market consumers become ad seekers
• Many products require the provision of
  considerable detail
• Life is local directional information required

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Headline findings - Aggregate level

• 9 out of 10 campaigns in regional press work
• Regional press on a mixed media schedule adds an
  average of 9 -points additional awareness
• Regional press advertising increases awareness by
  an average of 10 percentage points
• Regional press increases brand health
• We are the conversion medium - bringing customers
  closer to the point of purchase

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The power of the medium Challenges and
opportunities brand and retail
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The highest proportion (26) of UK business
people with an influence on the acquisition of
business property say the regional press is the
media they find most useful.
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More than two thirds (70) of those with an
influence on specifying or purchasing Telecomms
equipment said they sourced their purchases
locally or regionally.
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Of those with a mobile phone which is used for
company purposes, one quarter say they pay for
the calls themselves. Three fifths (59) have
their calls paid for by their company.
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Two thirds (64) of those who have a mobile phone
used for company purposes say the choice of
mobile is theirs alone.
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Over half (53) of the decision makers say they
source the acquisition of company vehicles
locally. 22 say they look regionally, followed
by 20 who source them nationally.
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Of those with a company vehicle, 69 have the
sole responsibility for choosing their vehicle,
and 85 are "user-choosers", with significant
influence on the decision.
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More than one third (37) of the UK business
people said yes, they do expect to conduct more
work from home in the next few years, while 59
said they did not.
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53 of the UK business people do have an office
or work area at home.
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Eight out of ten of those with an office or work
area at home have a mobile phone, a PC, an ISP
and Internet access.
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Most (82) of those with an influence on the
specifying/purchasing decision have an input into
software purchase, followed by 72 influence
decisions on PCs and 69 influence decisions on
printer purchase.
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What next?
Business Choice II taken to the market
More work on effectiveness of medium
Challenges and opportunities to be taken up by
planners, buyers, marketers and sellers of the
medium
The pocketbook shows every chart and table and
the data is available on Telmar, etc.
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Russell Collier
Marketing Director Newspaper Society