Report finds regional newspaper advertising most effective

Research from the Newspaper Works – Think Local Part 2 report has found print advertising in regional newspapers is the most effective channel in influencing consumer behaviour. The report compared regional newspapers against other top media channels: television, radio, social media and outdoor. When respondents were asked to rate which media’s advertising was most influential in terms of shopping habits, almost twice as many respondents voted regional newspaper ads (37 per cent), versus TV (20 per cent) and more than double in comparison to radio (13 per cent) and social media (11 percent). With technology introducing new ways to spread marketing messages, the report notes shoppers have started to feel bombarded and may block out the noise, yet regional newspapers have managed to cut through.

Think Local report: newspaper advertising works

Think Local report: newspaper advertising works

Newspaper Works found that consumers are three times more likely (47 per cent) to take note of a message in a newspaper ad, compared to TV (13 per cent), radio (12 per cent), social media (nine per cent) and outdoor (three per cent). From this data, the report suggests regional newspapers are the ideal media for national businesses looking to grow a local or regional presence. It notes, “Localised marketing supports national campaigns with ads tailored to engage with consumers who commute, live, work or shop within the trading areas of a business. “By tapping into the close relationship readers have with regional newspaper media, businesses can connect with local shoppers, increasing awareness, promoting special offers and driving sales.” The report also suggests print and online can work together, with 50 per cent of respondents saying they would go online for further information after reading a newspaper ad. It notes, “Online marketing and print newspaper advertising are not competing forces. They complement each other. Newspapers drive online traffic, guiding regional consumers further down the purchasing funnel.”

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