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AGM
May 17th 2013
Update
1 NS activity / Insights
Update
2 Featurelink
3 1Local
Agencies and Advertisers
• Research and Insight
• Featurelink
• 1Local
• Dialogue for agencies and advertisers
• Presentations to members and member companies
• Marketing support
Insights
Advertising in local newspapers is trusted more than any other media channel
Source: IPA Touchpoints 4 Expanded Hub Base: All respondents. (Agree)
‘I trust the advertising I see in…’
21.1
9.9
8.7
8.4
8.2
7.6
6.9
3.9
3.4
2.4
94% Value their local newspaper because
it covers local news
74% often notice the advertisements in their
local newspaper
65% trust their local newspaper more than a
national newspaper
Local newspapers have a strong and valuable relationship with their audience
Source: IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)
There is a clear benefit for advertisers getting into the 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
72% Try to buy local produce
whenever I can
Source: IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion
All agree:
A quantitative study intoshopping behaviour and attitudes
Retail updated
the wanted ads Retail – 9 retail sectors
Total 2,559
Fieldwork dates 13th – 20th August 2012
Nationally representative sample (quotas on age, gender, class and ITV region)
Online survey with weighting to correct bias
GROCERIES HOUSEHOLDGOODS DIY/GARDENING
MOBILEPHONES
CLOTHING & FASHION
ENTERTAINMENT& LEISURE
FURNITURE OPTICIANS CHEMISTS
the wanted ads Retail : 4 Main themes
2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value
3: Locality more important than everDespite growth internet people continue to shop locally
4: Consumers seek promotion & value messaging Local media #1 paid for media
1: People are continuing to cut backBelt-tightening across all retail sectors
Commercial offerings
Topline summary: Fire Kills 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.
• 1Local is all 71 local daily titles• 74 incl. Northern Ireland
• 1Local has a combined readership of 6.7 million adults
• Circulation is 2.3 million
• Traded at National Press CPT
• Position and day of week guarantees
• 1 Order and 1 Invoice
• 1 piece of copy – or a maximum 12 TV area splits
What is 1Local?
Who is using 1Local?
“1Local is an excellent vehicle for a large client like Tesco to talk directly to communities across the UK in a highly trusted environment.”
Vanessa Doyle, head of press and cinema at Initiative
"We use 1Local to complement our national press schedule as it can add incremental coverage as well as allowing us to talk to our consumers within a trusted and relevant environment."
Richard Smith, head of marketing communications planning, Marks & Spencer,
“ Local newspapers remain an important part of the media landscape, with both print and online entities having a unique and trusted relationship with their readers. The Newspaper Society's "1Local" initiative gives National advertisers the chance to get to engage local communities easily and cost-effectively.“
Paul Rowlinson
Managing Partner Mindshare