Agenda

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Agenda

• Bringing brands Closer to Home
• Driving short-term sales
• Conversion medium
• Brand-building
• Authenticity
• Growing importance of communities
• Summary

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Bringing Brands Closer

• 85.4 coverage of UK adults
• Only above-the-line media to increase ad spend
  every year for the last 12 years
• Largest print advertising medium in the UK
• 21 of all advertising expenditure
• More and more brands exploring regional press

Source TGI/Advertising Association
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Driving Short-Term Sales

• People shop where they live
• Refer to local press for assistance
• In the Market Medium
• The Choice Series

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The Choice Series

• Regional press is the most frequently acted
• upon media, with 61 of people responding
• to advertising in the medium
• Regional press is considered to contain
• helpful advertising by 72 of the adult
• population
• Source Consumers Choice V

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The Conversion Medium

• Closer to the point of purchase
• The In the market effect
• Adds an average 9-points awareness to schedule
• Increased familiarity and consideration
• Year-on-Year sales increase

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Brand-Building Medium

• Intimate Branding
• Up Close and Personal

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Brand-Building Medium
Source Campaign 3/9/04
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Authenticity

• Regional press
• Trustworthy
• Binds people together
• Important in the development of regional
  identities
• Close to peoples lives

• 65 of people said that their local paper was
  the one thing that really binds people together
  in their area, and becomes a focus for regional
  identity.
• Source myuk (2003)

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Source Media Guardian 07/06/04
Source MediaWeek 22-29/06/04
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Growing importance of communities

• People attach importance to places where they
  live
• Relocation within 5 Mile radius
• Becomes focus for regional identity

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Summary
Build Brand Relationships
To Sell
Conversion
Intimacy, Authenticity
Helping to bring brands closer to people