Connect Locally Through Native
Content
Local Media landscape
• 1,100 core newspaper and 1,700 companion
websites, hundreds of niche and ultra local
publications and a range of other digital and
broadcast channels
Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014
25 million (49%) read a
local newspaper
65% of regular newspaper
readers read a local
41 million are interested
in local news
Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014
• 69% would not change
the newspaper they read
• 75% believe what is in
their local paper than a
national paper
Source: GB TGI 2014 Base: All adults/All adult newspaper readers/All adult regional newspaper readers, ABC 2014
There is a clear benefit for companies getting involved
in the local community…
• 96% like companies
that involve themselves
in the local community
• 93% feel better about companies who sponsor projects
which put something back into the community
Source: GB TGI 2014 Base: All adults, IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)
…and advertising through local media
“Local newspaper ads
often alert me to new
products and services”
12m
Look for a bargain in local
first
Source: GB TGI 2014 Base: All Adults
IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)
Newspaper readers…
81% believe advertising fits best
within a newspaper
74% often notice the adverts in local papers
4 million local readers
believe adverts help them
make purchase decisions
Source: GB TGI 2014 Base: Newspaper Readers (Regional , National),
IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)
What is Featurelink?
• Content marketing that
connects national campaigns
with local features
• Complements an advertising
campaign using the native
style of the newspaper
Why use Featurelink?
• Give depth to an advertising campaign
– Connect and relate with your audience
– Build awareness and belief of the product
– Put emphasis on the advertising message
• Ability to regionalise the message to get to the
heart of the audience
How it works
• You Provide
– A brief
– An advertising schedule
– The content (press releases/case studies, imagery)
• We Secure
– Content next to advert – position guaranteed
– Match the size of the advert with editorial space (25x4 guarantees 25x4 editorial
space)
– Native style set within the newspaper environment
• Added Value - story promoted across the local media industry to
1,100 newspapers and 1,700 affiliate websites – giving the
opportunity for newspapers not on the schedule to run the content
Department for Communities and Local Government
‘Fire Kills’ Awareness Campaigns
Post-campaign research
- 82% who read a local newspaper agreed that the use of localised Fire Kills
messages helped make the reader understand the importance of the issue
more effectively.
- 65% of readers will remember to test their smoke alarms when the clocks
change.
- 93% of readers agree the local newspaper is the best way to find out what
is happening in the area they live vs 69% of non readers.
- 89% of readers agree they trust their local newspaper to report accurately
and honestly vs. 65% of non readers.
Source: NS Intelligence (Demographix) Fire Kills Research (2013)
Base : All respondents Sample: 554.
RNLI
‘‘Leave a Legacy’/’Beach Smart’ Promotional Campaign
British Red Cross
‘Make a Difference’ Awareness Campaign
Oxfam
‘Lift Lives for Good’ Awareness Campaign
Department for Work and Pensions
‘We’re all in’/‘Home Swapping’ Awareness Campaigns
UNISON
Membership Drive Promotional Campaign
Weight Watchers
‘Simple Start’ Promotional Campaign
Warner Leisure Hotels
Hotel Investment Promotional Campaign
Clients
For more information please contact Ian Sweeney on
0207 963 7491 or ians@newspapersoc.org.uk