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Advertising In The Local Press


There are three main reasons why I would hesitate when deciding to advertise in the local press:

? Everyone else is doing it

? Nobody buys a paper for the adverts

? The odds are it won't work

Just because everyone else is doing it, doesn't mean it's a good thing, or more importantly - that it actually works! However it seems the natural thing to do - you need to raise your profile, make the local community aware of your company, so you why not advertise in the local paper? Well, because?

Nobody buys a paper for the adverts. In fact, do most people buy a local paper these days? As many local papers are free, their only income is through selling advertising space. In fact if you look at the inside cover of a newspaper you'll see the staff on it. More often than not the 'sales team' will out number the reporters 3 to 1. The local paper is not 'a local' way for the community to keep up to date with local events, it's a 100 page selling tool.

Very often when approached by the advertising telesales team, they'll quote all sorts of readership figures. 'Well actually the Acme Recorder is distributed to over 50,000 homes and offices'. A very impressive statistic. However, of those 50,000 'readers' how many will actually want an accountant at that specific time their browsing through the paper? How many of them will actually see your advert amongst all the others? How many will actually read your advert, and then REACT to it?

The next time someone gives you these figures, follow it up with this next question:

"What's the response rate to an advert?"

They won't be able to tell you. Why? Because this is not important to them. But it's VITAL for you. The chances are they'll either admit they don't know, or they'll quote a local builder who has a great response (but you're NOT a builder) or they will come back with something like, "Well people keep advertising with us so I guess it must be working?"

People keep advertising for exactly the opposite reason. It's not working, so by keep advertising they'll figure that eventually someone will respond. Wrong. If the advert didn't work the first time, it won't work the second time and it certainly won't work the third time!

The odds are if you still do decide to advertise that the advert itself won't work. Remember above all else adverts, direct mail etc, should get a reaction from the reader NOW. However most adverts are poorly designed, and that's okay. You're a coach, trainer, consultant, professional service business owner?That's what you do, what you're good at, designing adverts for maximum impact is probably something you haven't worked on before.

Other problems you'll face. Where will the advert be placed? If it's on the left hand page, studies have shown that it will be noticed a lot less than if it's placed on the right hand page. Similarly where on the right hand page will it be placed? Again studies have shown that placing the advert on the bottom right hand corner will increase its notice ability more than anywhere else on the page.

These are just a few of the factors you should consider when advertising in the local press. Readership levels are not a measure of response rate, it's the ability to convert them into paying clients that counts!

Andrew Ludlam is a client attraction expert, and Director of Maverick Marketing Solutions. If you're deadly serious about maximising the potential of your business, then I urge you to visit http://www.maverickmarketingltd.com and sign up for the monthly 'Maverick Marketing Solutions Newsletter'... where you'll also receive the FREE white paper "Six Magnetic Ways To Attract More Clients To Your Business In The Next 90 Days..!" (Value $37)

Warning! This could be the last business marketing website you ever need to see...


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. April / 19 / 2024

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False Patent Marking as False Advertising: Overcoming Dastar  Patently-O

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TikTok Mishandled The Data Of Hundreds Of Top American Advertisers  Forbes

Interactive Advertising Bureau - IAB
Interactive Advertising Bureau  IAB

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Advertising heats up in Arizona Senate race, previewing a tough campaign  NBC News

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New Made for Advertising rules—what marketers need to know following online controversy  Ad Age

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Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace  Digiday

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Senate Democrats plot $79M advertising onslaught to hold on in November  POLITICO

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NDC Prevails in U.K. Case Over Lab-Grown Diamond Advertising  National Jeweler

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Hyundai is the latest brand to pause advertising on X due to antisemitism  CNN

Collegiate Advertising Awards honor VCU … again - VCU News
Collegiate Advertising Awards honor VCU … again  VCU News

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Netflix's advertising tier continues to gain steam  MarketWatch

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New Guidance on the Subject of Comparative Advertising and Dilution of Goodwill  JD Supra

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Cohere Beauty Unveils Inaugural Advertising Campaign  PR Newswire

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City Actively Advertising for Atlantic City Clerk Position  KSOM

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AI and OOH Advertising  AiThority

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Frustrated customer calls out pen company for false advertising on packaging: 'The irony is stunning'  The Cool Down

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Pitt-Bradford receives four national advertising awards | News | bradfordera.com  Bradford Era

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Cohere Beauty Unveils Inaugural Advertising Campaign  Happi

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Advertising Strategy for 24/7 Businesses  Barrett Sports Media

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Advertising agency The Shipyard acquires Fahlgren Mortine  PR Week

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Two Ana de Armas Fans Settle False Advertising Lawsuit Over ‘Yesterday’ Trailer  Variety

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Best Cross-Channel Strategy – Rakuten Advertising & OUAI Haircare  Hello Partner

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Navigating the Outcome-Driven Future of Connected TV Advertising: Moloco's Richardson – Beet.TV  BeetTV

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GatesAir Expands Targeted Advertising Capabilities  Radio World

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Mobile Advertising Market size to record USD 290.16 bn growth from 2023-2027, Rapid growth of programmatic ...  PR Newswire

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Big Thanks To Our Advertisers!  Above the Law

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High flying advertising  Navarre Press

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Pathways Alliance Paid Google to Advertise on 'Greenwashing' Searches  DeSmog

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Taboola announces results of holiday advertising campaign with Bombas - TipRanks.com  TipRanks

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Paramount Advertising Ups Ryan Briganti to Head of Sports  Hollywood Reporter

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Is 4/20 Day Advertising Marijuana to Younger Generations?  The Bradenton Times

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Best Brand Engagement Campaign – JD Sports & Rakuten Advertising  Hello Partner

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CTV Marketers Are Using Gen AI to Improve Contextual Advertising  Adweek

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KQ2 Advertising Success Story | Video | kq2.com  KQ2.com

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Save your advertising dollars, Big Oil. Californians already know gas ain’t cheap | Opinion  Sacramento Bee

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GrowthLoop and TransUnion Unite to Optimize Advertising Spend by Boosting Audience Reach  PR Newswire

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Tesla has spent $200K advertising on Elon Musk’s X so far  TechCrunch

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Butter cake advertising  Courthouse News Service

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Innovatus Capital-backed Meet The People acquires marketing and advertising group TIH  PE Hub

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Advertising & Promotion for Medical Products Conference  Food and Drug Law Institute

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Homeowner stunned after local business uses their garden for quick advertising opportunity: 'I'd be pretty upset'  The Cool Down

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Can authenticity shape the future of advertising? | shots  Shots

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On-chain data — The missing link in Web3 advertising  Cointelegraph

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EARTHDAY.ORG PARTNERS WITH OAAA TO BRING AWARENESS TO THE DANGERS OF PLASTICS TO HUMAN ...  PR Newswire

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Tesla discloses it spent $200,000 advertising on X  MSN

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Broadcasters mount last-minute blitz to delete tax on 'digital ads' from Pillen plan • Nebraska Examiner  Nebraska Examiner

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MVP Interactive brings sports advertising to non-endemic brands  Sports Business Journal

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Elon Musk's Tesla spends $200,000 on advertising on his X  Washington Times

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An End to Targeted Advertising?  Daily Kos

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Tesla spent $200000 to advertise on Elon Musk's X so far  Electrek

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Storage Boom Launches Innovative Advertising Suite for Storage Facility Owners  WICZ

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The Top 8 Retail Media Networks for Brands  Adweek

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Chase's New Advertising Offering Is A Stroke Of Genius  Forbes

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Netflix subscriptions surge with advertising  AdNews

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Aramex Announces Moving Billboards in Groundbreaking Advertising Campaign  StreetInsider.com

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Save your advertising dollars, Big Oil. Californians already know gas ain't cheap | Opinion  MSN

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The Pitch: Advertising and marketing news for 4.16.24  RichmondBizSense

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Hyundai pauses X ads over pro-Nazi content on the platform  NBC News

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Ana de Armas Fans Settle False Advertising Lawsuit Over 'Yesterday' Trailer  Rolling Stone

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Tubi's Original Content Play: How Series Like 'Dead Hot' Offer New Opportunities for Advertisers  TVRev

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Appetite For Digital Audio Advertising On Upswing, NAB Panelists Say.  Insideradio.com

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NAB Show: Navigating the Podcast Advertising Landscape  TALKERS magazine

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Hyundai pauses ads on X over brand safety issues  WSAU

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ADVERTISING: Advertorial — Live life to the fullest  Coeur d'Alene Press

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Hyundai Pauses Advertising on X After Appearing Next to Pro-Nazi Content  Branding in Asia Magazine

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The LBB Insider's Guide To Advertising Awards 2024 | LBBOnline  Little Black Book

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'Made for Advertising' Websites Are the Marketing Industry's Latest Messy Situation  The Wall Street Journal

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Air France unveils new advertising campaign ahead of Paris 2024 Olympics  AeroTime

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OTTera's Advertising Division, AdNet+ and Thoughtful announce advertising Platform: CreateAds  Prensario Internacional

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Google Ads Notifies Advertisers That Some Ad Customizers Will Go Away May 31st  Search Engine Roundtable

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TikTok Plots Using Virtual Influencers for Advertising  The Information

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EU privacy body adopts view on Meta’s controversial ‘consent or pay’ tactic  TechCrunch

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Vietnam orders Netflix to stop advertising, distributing its games  Reuters

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Ad growth expectations slowing says IPA Bellwether report  More About Advertising

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Ana de Armas Fans Settle False Advertising Lawsuit Over 'Yesterday' Trailer  Just Jared

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“OEM ecosystem advertising helps reach scale and find new audiences efficiently & confidently”: Ashwin Shekhar  Indiantelevision.com

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Meta’s Automated Advertising System Is on the Fritz, Marketers Say  Bloomberg

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How marketers can advance personalized marketing across the digital advertising ecosystem  Nielsen

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Amazon Snags Former NBCU Exec Krishan Bhatia as VP of Global Video Advertising  Adweek

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Tesla Dives Into Advertising After Years of Resistance  The Wall Street Journal

VSU Recognized Nationally for Excellence in Advertising, Marketing, Promotion - Valdosta State University
VSU Recognized Nationally for Excellence in Advertising, Marketing, Promotion  Valdosta State University

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Amazon PPC Advertising: 2024 Ultimate Guide for Beginners  Jungle Scout

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IAB Measurement Leadership Summit 2024: Calculating the Path to Success  IAB

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Elon Musk-Led X Suffers Setback After Hyundai Halts Ads On Platform Over Anti-Semitic Content  Benzinga

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Meta should allow users to opt out of targeted advertising for free, says EU privacy watchdog  Marketing Interactive

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