New Forest Post - Newsquest

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UK Media Advertising Expenditure 2010 Regional Press advertising expenditure stood at £1,599m in 2010 accounting for 10.2% of total UK advertising spend. UK Media Advertising Expenditure Share 2010* Expenditure in regional newspapers declined by 6.4% in 2010 over 2009. Regional newspaper online recruitment advertising expenditure in 2010 was £61.8m, an increase of 10.6% on 2009. *Production and postage costs excluded Total press fell by 0.5% 05%year on year with display increasing by 5.4% and classified declining by 9.7%. Advertising expenditure in the regional press is greater than radio, outdoor and cinema combined (£1,599m vs £1,483.1m). Total regional press revenue in 2010 was £2.1bn, with £1,599m from advertising revenue and £486m from newspaper pp sales. Source: Advertising Association/WARC Expenditure Report 2010 Prepared by The Newspaper Society Intelligence Unit May 2010
Why Should Advertisers Use Regional Press High coverage 71% of all British adults ( 32.9million people) read a regional newspaper, making it the most widely read medium in the country (GB TGI 2011). The regional press has a high solus readership: More than 14 million adults read a regional newspaper but do not read a national newspaper (BMRB/TGI 2011). In the last decade d readership of regional mornings has increased by 60.9%. In Demand –More than 6,100 local newspapers are distributed in the UK every minute (Advertising Association Yearbook 2009). £651 million is spent each year buying local newspapers (Advertising Statistics Yearbook 2008). Adapting to the changing gneeds of consumers ‐ There are almost as many regional newspaper pp websites as regional newspapers ‐ 1,200 regional newspapers and 1,600 associated websites in the UK. Local Media websites attract 42m unique users each month (Newspaper Society) Low wastage ‐ Advertisers using the regional press can ensure they reach a high audience in their target areas, without wasting money on non‐target areas. Precise targeting can be achieved within tightly‐defined geographical areas. The Buying Medium ‐ Local newspapers are recognised to be a key part of the purchasing process. Buyers use them to make final decisions and direct them to a point of of purchase. Over 60% of people act on the ads in local newspapers (CrownDNA/Loving Local) Local, immediate, detailed –As a source of information about the local area in which people live, local newspapers are 3 times more popular than the BBC TV news (Press Gazette/YouGov 2007). Local press is the most effective media channel for generating word of mouth conversations (IPA Touchpoints 3 2010) Trustworthy & responsible –Local newspapers and their associated websites are 49% more trusted and relied‐upon than the nearest medium, commercial TV (the wanted ads III 2007). Advertising on local newspaper websites is 77% more likely to be believed and relied‐upon than advertising on other websites (the wanted ads III 2007). Colour & innovation ‐ Regional papers were first to introduce direct input and to experiment with multimedia and electronic publishing. They were the first newspapers to run colour and are still recognised today for their excellent colour facilities. Easy to buy ‐ Advertising space in the vast majority of regional press titles can be bought via central sales houses or representation agencies so that national campaigns can be bought in the regional press with just a few phone calls. It works. Source: Advertising Association, ABC, TGI, NRS, JICREG, Newspaper Society, Advertising Statistics Yearbook
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