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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 Thu. May / 13 / 2021

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CommScope Deploys Video Advertising Solutions Across a4’s Video Footprint  Yahoo Finance

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P&G spending $1 million to increase LGBT visibility in advertising - Cincinnati Business Courier  Cincinnati Business Courier

The Shifting Advertising Landscape by Ryan Bricklemyer | Techfunnel - TechFunnel
The Shifting Advertising Landscape by Ryan Bricklemyer | Techfunnel  TechFunnel

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Sportsbook Advertising Is A Total Game-Changer For Radio Stations  Sports Handle

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Beauty Brands Must Confront Colorism in Advertising  WWD

How Alan Moss is helping Amazon become an advertising giant - Business Insider
How Alan Moss is helping Amazon become an advertising giant  Business Insider

NTSD advertising 2021/22 budget with no tax increase | Local | tiogapublishing.com - The Wellsboro Gazette
NTSD advertising 2021/22 budget with no tax increase | Local | tiogapublishing.com  The Wellsboro Gazette

EGD: Silicon Valley residents must help ban surveillance advertising - San José Spotlight - San José Spotlight
EGD: Silicon Valley residents must help ban surveillance advertising - San José Spotlight  San José Spotlight

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Value Exchange Advertising: More Valuable Than Ever  MarTech Series

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How Alan Moss Is Turning Amazon Into Advertising Powerhouse  Business Insider

Is Apple Hurting Your Facebook Advertising? - INSTORE MAG
Is Apple Hurting Your Facebook Advertising?  INSTORE MAG

LEGAL ADVERTISING - The Lincoln County News
LEGAL ADVERTISING  The Lincoln County News

GumGum Partners with NewsGuard To Stop Advertising Dollars From Funding Misinformation - ExchangeWire
GumGum Partners with NewsGuard To Stop Advertising Dollars From Funding Misinformation  ExchangeWire

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Why is Japanese brand Muji advertising ties to forced labor?  Fast Company

Advertising on popular made-for-kids online channels - EurekAlert
Advertising on popular made-for-kids online channels  EurekAlert

Apple fires 'misogynistic' advertising manager - Macworld UK
Apple fires 'misogynistic' advertising manager  Macworld UK

Apple's Privacy Changes Are Disrupting Advertising on Facebook - Business Insider
Apple's Privacy Changes Are Disrupting Advertising on Facebook  Business Insider

The Power of Conscious Advertising And Why It's the Future - MarTech Series
The Power of Conscious Advertising And Why It's the Future  MarTech Series

IAB: Podcast Advertising To Surpass $1B This Year 05/12/2021 - MediaPost Communications
IAB: Podcast Advertising To Surpass $1B This Year 05/12/2021  MediaPost Communications

3 Brands Promoting Real People And Underrepresented Groups In New Advertising Campaigns - Digital Media Solutions
3 Brands Promoting Real People And Underrepresented Groups In New Advertising Campaigns  Digital Media Solutions

Brands in Latin America are striving for more diversity in their advertising - eMarketer
Brands in Latin America are striving for more diversity in their advertising  eMarketer

2021 Upfronts: A Defining Year On How Advertisers Approach TV And Video Investments - AdExchanger
2021 Upfronts: A Defining Year On How Advertisers Approach TV And Video Investments  AdExchanger

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ADVERTISING: Advertorial — How to support liver and gallbladder health naturally  Coeur d'Alene Press

Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal - Denver Business Journal
Denver advertising software company Choozle goes private equity route for $15M Series C - Denver Business Journal  Denver Business Journal

MediaKind hires add direct-to-consumer streaming, advertising expertise - Light Reading
MediaKind hires add direct-to-consumer streaming, advertising expertise  Light Reading

Procter & Gamble Partners With GLAAD To Advance LGBTQ Acceptance Through Advertising - Forbes
Procter & Gamble Partners With GLAAD To Advance LGBTQ Acceptance Through Advertising  Forbes

Ford’s new in-car advertising patent is what hell looks like - The Next Web
Ford’s new in-car advertising patent is what hell looks like  The Next Web

Publishers Call on President to Use Local Newspaper Advertising to Help Reach Vaccination Goal - Editor And Publisher Magazine
Publishers Call on President to Use Local Newspaper Advertising to Help Reach Vaccination Goal  Editor And Publisher Magazine

Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton - The Wall Street Journal
Japan’s Muji Appeals to China by Advertising Use of Xinjiang Cotton  The Wall Street Journal

Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months - CBS Boston
Texas Sen. Ted Cruz Spends Over $240,000 On Facebook Advertising In Last Two Months  CBS Boston

Spickard Board of Aldermen approve hay bid, approve advertising for water plant operator - kttn
Spickard Board of Aldermen approve hay bid, approve advertising for water plant operator  kttn

Fast food and soft drink advertising contributes to childhood obesity - Campaign US
Fast food and soft drink advertising contributes to childhood obesity  Campaign US

Zion & Zion Unveils Amplified Research-based Advertising Model - Martechcube
Zion & Zion Unveils Amplified Research-based Advertising Model  Martechcube

CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI) Advertising Solution - Yahoo Finance
CloudCommerce Adds Digital Audio to Its Artificial Intelligence (AI) Advertising Solution  Yahoo Finance

How OTT will be the new advertising platform for advertisers to reach their consumers - The Financial Express
How OTT will be the new advertising platform for advertisers to reach their consumers  The Financial Express

Pinterest Launches New Overview of Its Advertising Process to Help - MarTech Series
Pinterest Launches New Overview of Its Advertising Process to Help  MarTech Series

How to Advertise in Newsletters: A Beginner's Guide (with Examples) - Search Engine Journal
How to Advertise in Newsletters: A Beginner's Guide (with Examples)  Search Engine Journal

Consumer Empowerment and the Future of Advertising - MarTech Series
Consumer Empowerment and the Future of Advertising  MarTech Series

China fines SoftBank-backed ed-tech unicorn for false advertising - Nikkei Asia
China fines SoftBank-backed ed-tech unicorn for false advertising  Nikkei Asia

New Guide for Advertisement of Social Media Influencers in Turkey - Lexology
New Guide for Advertisement of Social Media Influencers in Turkey  Lexology

International Advertising Association calls for empathy during the Covid-19 crisis - The Indian Express
International Advertising Association calls for empathy during the Covid-19 crisis  The Indian Express

Apps, Advertising and the Importance of Data Access – ShareCafe - ShareCafe
Apps, Advertising and the Importance of Data Access – ShareCafe  ShareCafe

The Top 5 Questions Marketers Ask About CTV Advertising - AdExchanger
The Top 5 Questions Marketers Ask About CTV Advertising  AdExchanger

Asia-Pacific Roundup: TGA consults on advertising code revamp - Regulatory Focus
Asia-Pacific Roundup: TGA consults on advertising code revamp  Regulatory Focus

Big advertisers are threatening to yank TV dollars - Business Insider
Big advertisers are threatening to yank TV dollars  Business Insider

Advertising experiment shows Instagram's personal data collection is 100% for their benefit, not yours - DIYphotography
Advertising experiment shows Instagram's personal data collection is 100% for their benefit, not yours  DIYphotography

What Is An Advertisement? The National Advertising Division Weighs In. - JD Supra
What Is An Advertisement? The National Advertising Division Weighs In.  JD Supra

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? - Harvard Business Review
Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?  Harvard Business Review

Apple hires former Facebook advertising exec to bolster its own ads platform - 9to5Mac
Apple hires former Facebook advertising exec to bolster its own ads platform  9to5Mac

Amazon files lawsuit to dismantle illegal advertising scheme targeting customers - Fox Business
Amazon files lawsuit to dismantle illegal advertising scheme targeting customers  Fox Business

Global Signage Market Growth Sustained by Increased Focus on Outdoor Digital Advertising: Future Market Insights - PRNewswire
Global Signage Market Growth Sustained by Increased Focus on Outdoor Digital Advertising: Future Market Insights  PRNewswire

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Podcast Advertising Market : Opportunity Analysis and Industry Forecast upto 2030 – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

The evolution of advertising truth - The Gazette
The evolution of advertising truth  The Gazette

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SiriusXM, Pandora, and Stitcher Advertising Organizations Unite as SXM Media  PRNewswire

Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising - MarTech Series
Truthify, LLC Granted Patent by USPTO for Real-Time Emotion-Optimized Advertising  MarTech Series

A century of all-American toy advertising in pictures - Wallpaper*
A century of all-American toy advertising in pictures  Wallpaper*

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Domestic advertising sales lift Mediaset's Q1 operating profit  Marketscreener.com

The Week Ahead: Advertising Week Europe is back and ANA hosts in-house agency event - AdAge.com
The Week Ahead: Advertising Week Europe is back and ANA hosts in-house agency event  AdAge.com

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5 Working Mothers on Their Lives in Advertising During Covid  Muse by Clio

Connected TV Advertising 2021: Prospects And Promises - Forbes
Connected TV Advertising 2021: Prospects And Promises  Forbes

Programmatic Advertising Platform Market Report: Investment Opportunity Analysi - News By ReportsGO
Programmatic Advertising Platform Market Report: Investment Opportunity Analysi  News By ReportsGO

The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics - eMarketer
The Marketing and Advertising Agency Report 2021 - Insider Intelligence Trends, Forecasts & Statistics  eMarketer

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Global Digital Advertising Industry 2021-2028 Market Company Business Overview, Sales, Revenue and Gross Margin – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Kids' Digital Advertising Market: 2021 Top 10 Key players |Amazon.Com Inc, Microsoft Corporation, Facebook, Smartsites, Turbohire Technologies Private Limited – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

Best Stocks To Buy In May? 4 Advertising Stocks To Watch - Nasdaq
Best Stocks To Buy In May? 4 Advertising Stocks To Watch  Nasdaq

Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising - AdExchanger
Advertisers Can Activate Now Their First-Party Data Across Microsoft Advertising  AdExchanger

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This Week in Apps: App Store advertising expands, Google Play plans for safety, Epic v. Apple trial begins  TechCrunch

Online Sportsbook Operators Bet Big On Local TV Ads In First Quarter of 2021 - US Bets
Online Sportsbook Operators Bet Big On Local TV Ads In First Quarter of 2021  US Bets

Truthify Receives Patent for Emotion-Optimized Advertising - Destination CRM
Truthify Receives Patent for Emotion-Optimized Advertising  Destination CRM

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Interactive Advertising Market Pegged Thriving Growth by 2025| Stern & Partners, Droga5, Crispin Porter + Bogusky, The Martin Agency – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Griffin Caprio Joins Popular Pays Digital Advertising Firm.  Martechcube

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The Pitch: Advertising and marketing news for 5.11.21  RichmondBizSense

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ADVERTISING: Advertorial — ENERGY DRINKS: Are they worth the risk  Coeur d'Alene Press

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The Sun are advertising Harry Kane for sale once again...  Football365

DOJ Hiring Practices Investigation: Taboola Online Advertising - The National Law Review
DOJ Hiring Practices Investigation: Taboola Online Advertising  The National Law Review

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Traditional Advertising Agency Services Market Strategic Outlook by 2026 |Epsilon, Televerde, 360I, COX Media, MDC Partners, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Programmatic Advertising Display Market Sales Revenue, Consumption, Growth Rate by top Manufacturers like AOL, BrightRoll, SpotXchange, Tremor Video, TubeMogul, etc – KSU | The Sentinel Newspaper  KSU | The Sentinel Newspaper

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Lemonada Media Launches Sales and Partnership Team to Lead Advertising and Sponsorship Efforts  PRNewswire

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Vaccine advertising moonshot: Behind the scenes of the campaign to convince Americans to get the COVID shot  Genetic Literacy Project

SoftBank To Invest About $60 Mln In Axiata Digital Advertising - Nasdaq
SoftBank To Invest About $60 Mln In Axiata Digital Advertising  Nasdaq

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Native Advertising Explained—With Examples!  Business 2 Community

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Image: Beginner's Guide to Pinterest Advertising  Business 2 Community

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The Power of TikTok for Marketers and Advertisers [Infographic]  Social Media Today

Business News: Jodie Miller joins C & D Advertising - Utica Observer Dispatch
Business News: Jodie Miller joins C & D Advertising  Utica Observer Dispatch

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Alphabet’s profit more than doubled last quarter as Google’s advertising business rebounded.  The New York Times

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Vice calls for an end to demo data targeting in advertising, declaring it 'discriminatory'  AdAge.com

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Amazon's ads business is generating nearly $7 billion a quarter, and growth is accelerating  CNBC

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Researchers Uncover Advertising Scam Targeting Streaming-TV Apps  The Wall Street Journal

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Facebook, Google and Amazon are reaping the benefits from advertising's pandemic hot streak  CNBC

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In the Roaring Twenties, Ads Make a Comeback  The New York Times

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Amazon Advertising Revenue - Quarterly Spend by Ad Type  Jungle Scout

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As Newsletter Advertising Grows, Advertisers Opt for Quality Over Quantity  Adweek

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Signal tried to use Facebook's targeted advertising data against it  Engadget

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How Walmart is pitching advertisers  Business Insider

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Facebook allows advertisers to target children interested in smoking, alcohol and weight loss  The Guardian

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Sierra Nevada Corporation to advertise space spinoff on Saturday Night Live  SpaceNews

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As Decision on Trump Looms, Facebook Preps Its Advertisers  The Wall Street Journal

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