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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 Fri. September / 18 / 2020

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NRCC cancels $2 million in Houston-area ads  The Texas Tribune

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AdTech Roundup: Top Things in Advertising Technology  MarTech Series

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AT&T plan for advertising subsidized cellphones hits Senate roadblock  Fox Business

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Roku, NBCUniversal In Stalemate Over Carriage Of App Platforms, Advertising Share 09/21/2020  MediaPost Communications

TikTok Says Advertising Won’t Be Illegal Under Trump’s ‘Ban’ - Adweek
TikTok Says Advertising Won’t Be Illegal Under Trump’s ‘Ban’  Adweek

Outdoor Advertising Market | Insights on the Crisis and the Roadmap to Recovery from COVID-19 Pandemic | Technavio - Odessa American
Outdoor Advertising Market | Insights on the Crisis and the Roadmap to Recovery from COVID-19 Pandemic | Technavio  Odessa American

The Top Advertising Agencies of 2020, According to DesignRush - Martechcube
The Top Advertising Agencies of 2020, According to DesignRush  Martechcube

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SaTT Smart Advertising Token Announces Listing on Leading Crypto Exchanges, KuCoin and Uniswap | Press release  Bitcoin News

The pandemic has been disastrous for advertising but political spending will bail it out - Poynter
The pandemic has been disastrous for advertising but political spending will bail it out  Poynter

AcuityAds to Officially Launch New Advertising Automation Platform - MarTech Series
AcuityAds to Officially Launch New Advertising Automation Platform  MarTech Series

Location Based Advertising Market 2020 Worldwide Demand with Industry Opportunities by 2027 – IBM Corporation, LEAP, LocationGuru Solutions, Near Pte, Targetoo - Reported Times
Location Based Advertising Market 2020 Worldwide Demand with Industry Opportunities by 2027 – IBM Corporation, LEAP, LocationGuru Solutions, Near Pte, Targetoo  Reported Times

Trump Has Lost His Edge In TV Advertising - FiveThirtyEight
Trump Has Lost His Edge In TV Advertising  FiveThirtyEight

The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives - Forbes
The Future Of Advertising Is A Creative Leader On Top, Not MBAs Or Financial Executives  Forbes

Dealership advertising rebounds after pandemic disruption - Auto Remarketing
Dealership advertising rebounds after pandemic disruption  Auto Remarketing

NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets - WFMZ Allentown
NTN Buzztime Enters Asset Purchase Agreement to Sell Entertainment and Advertising Assets  WFMZ Allentown

Adventure Advertising purchases Crowning Touch Embroidery - PenBayPilot.com
Adventure Advertising purchases Crowning Touch Embroidery  PenBayPilot.com

Germany to further restrict tobacco advertising - Xinhua | English.news.cn - Xinhua
Germany to further restrict tobacco advertising - Xinhua | English.news.cn  Xinhua

MOLOCO Cloud Enables Self-Serve Programmatic Advertising - Martechcube
MOLOCO Cloud Enables Self-Serve Programmatic Advertising  Martechcube

Advertising Outside Of Facebook - Benzinga
Advertising Outside Of Facebook  Benzinga

KERV Launches Lookbook Feature for Interactive Video Advertising - Martechcube
KERV Launches Lookbook Feature for Interactive Video Advertising  Martechcube

National Media Council Issues Circular Regarding Social Media Advertising - Lexology
National Media Council Issues Circular Regarding Social Media Advertising  Lexology

Amadeus and Xandr Team Up to Optimise Travel Advertising - PerformanceIN
Amadeus and Xandr Team Up to Optimise Travel Advertising  PerformanceIN

Location-Based Search And Advertising Market Is Booming Worldwide | Foursquare, Xad, Groupon - The Daily Chronicle
Location-Based Search And Advertising Market Is Booming Worldwide | Foursquare, Xad, Groupon  The Daily Chronicle

Roku Exec Shares Advice For CTV Advertising Newbies, Growth Trends 09/18/2020 - MediaPost Communications
Roku Exec Shares Advice For CTV Advertising Newbies, Growth Trends 09/18/2020  MediaPost Communications

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Traditional Advertising Agency Services Market 2020- Current Scenario, Market Share, Future Opportunities Epsilon, Televerde, 360I etc.  The Daily Chronicle

Extensive advertising campaign coming in advance of what could be a record pistachio harvest - KGET 17
Extensive advertising campaign coming in advance of what could be a record pistachio harvest  KGET 17

On Appeal To Advertising Experts, P&G Gets Nod For '#1' Claim With Brand Qualifier On Oral-B Picks - HBW Insight
On Appeal To Advertising Experts, P&G Gets Nod For '#1' Claim With Brand Qualifier On Oral-B Picks  HBW Insight

(SPONSORED) Do's and Don'ts of Advertising - Radio Ink
(SPONSORED) Do's and Don'ts of Advertising  Radio Ink

Outdoor Advertising Market Report Analysis By Various Services, Offering, Platforms, Significant Growth 2026|Clear Channel Outdoor Holdings, Inc., JCDecaux, Lamar Advertising Company, Outfront Media Inc. - The Daily Chronicle
Outdoor Advertising Market Report Analysis By Various Services, Offering, Platforms, Significant Growth 2026|Clear Channel Outdoor Holdings, Inc., JCDecaux, Lamar Advertising Company, Outfront Media Inc.  The Daily Chronicle

NBCU Intros News Outcome-Based Measurement Program; Telcos Spend Big On Advertising Despite The Pandemic - AdExchanger
NBCU Intros News Outcome-Based Measurement Program; Telcos Spend Big On Advertising Despite The Pandemic  AdExchanger

Pacvue Brings its Award Winning eCommerce Advertising and Intelligence Platform to Instacart - MarTech Series
Pacvue Brings its Award Winning eCommerce Advertising and Intelligence Platform to Instacart  MarTech Series

Social Media Advertising Market to Eyewitness Massive Growth by 2028: Alphabet, Facebook, Baidu - The Daily Chronicle
Social Media Advertising Market to Eyewitness Massive Growth by 2028: Alphabet, Facebook, Baidu  The Daily Chronicle

ReThinc adds public relations services to its marketing and advertising efforts - AZ Big Media
ReThinc adds public relations services to its marketing and advertising efforts  AZ Big Media

Digital Advertising Management Platform Market Next Big Thing | Major Giants Google, SteelHouse, Mediawide - The Daily Chronicle
Digital Advertising Management Platform Market Next Big Thing | Major Giants Google, SteelHouse, Mediawide  The Daily Chronicle

Online Display Advertising Platforms Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Quantcast Advertise, The Trade Desk, Choozle, MediaMath, Facebook Business - The Daily Chronicle
Online Display Advertising Platforms Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Quantcast Advertise, The Trade Desk, Choozle, MediaMath, Facebook Business  The Daily Chronicle

An Open Letter To The Advertising Community From Sound Lounge's Tom Jucarone - SHOOT Online
An Open Letter To The Advertising Community From Sound Lounge's Tom Jucarone  SHOOT Online

Trump ramps up advertising in Maine, shifts focus to the economy - NewsCenterMaine.com WCSH-WLBZ
Trump ramps up advertising in Maine, shifts focus to the economy  NewsCenterMaine.com WCSH-WLBZ

Media Central Delivers Substantial Revenue Growth from Enhanced Programmatic Advertising Efforts - Yahoo Finance
Media Central Delivers Substantial Revenue Growth from Enhanced Programmatic Advertising Efforts  Yahoo Finance

Interactive Advertising Market Outlook 2020 | Covid-19 Impact |Growth by Top Companies: Grey Advertising, Wieden+Kennedy, Butler, etc. - The Daily Chronicle
Interactive Advertising Market Outlook 2020 | Covid-19 Impact |Growth by Top Companies: Grey Advertising, Wieden+Kennedy, Butler, etc.  The Daily Chronicle

Direct-To-Consumer Pharmaceutical Advertising (Dtcpa) Market – increasing demand with Industry Professionals: HARVARD POLITICAL REVIEW, MDedge, FDA - Verdant News
Direct-To-Consumer Pharmaceutical Advertising (Dtcpa) Market – increasing demand with Industry Professionals: HARVARD POLITICAL REVIEW, MDedge, FDA  Verdant News

AT&T considers cellphone plans subsidized by advertising - Fox Business
AT&T considers cellphone plans subsidized by advertising  Fox Business

Cross Platform and Mobile Advertising Market 2020-2026 Present Scenario and market growth by focusing on Top Operating Key Vendors like 4info, Amobee, AOL, Apple, Facebook, Google, Microsoft, Nokia, Rhythm, Yahoo, Flipkart - The Daily Chronicle
Cross Platform and Mobile Advertising Market 2020-2026 Present Scenario and market growth by focusing on Top Operating Key Vendors like 4info, Amobee, AOL, Apple, Facebook, Google, Microsoft, Nokia, Rhythm, Yahoo, Flipkart  The Daily Chronicle

Mobile Advertising Market Expected To Garner $243,703 Million by 2022, Growing at a CAGR of 15.8% From 2014 - - EIN News
Mobile Advertising Market Expected To Garner $243,703 Million by 2022, Growing at a CAGR of 15.8% From 2014 -  EIN News

Digital Display Advertising Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Starcom Worldwide, SocialHi5, SevenAtoms Inc, Digital Business Development Ltd, Search Engine People - The Daily Chronicle
Digital Display Advertising Market 2020 In-Depth Analysis of Industry Share, Size, Growth Outlook up to 2025 | Starcom Worldwide, SocialHi5, SevenAtoms Inc, Digital Business Development Ltd, Search Engine People  The Daily Chronicle

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ReverseAds Announces The Launch Of The World's First True Alternative To Search Advertising  PR Web

Targeted TV advertising is losing steam, and industry players are scrambling to save it - Business Insider - Business Insider
Targeted TV advertising is losing steam, and industry players are scrambling to save it - Business Insider  Business Insider

Google exec on hot seat in Congress over advertising power - WSLS 10
Google exec on hot seat in Congress over advertising power  WSLS 10

Unlocking the “Five I's” of Omnichannel Advertising: Mediaocean's Neuhauser - BeetTV
Unlocking the “Five I's” of Omnichannel Advertising: Mediaocean's Neuhauser  BeetTV

NBCUniversal tests new measurement program to prove it can push product sales for advertisers - Digiday
NBCUniversal tests new measurement program to prove it can push product sales for advertisers  Digiday

Direct-to-Consumer Pharmaceutical Advertising Market 2020 by New Technology, Size, Share and Top Players Analysis- HARVARD POLITICAL REVIEW, MDEDGE, FDA | Forecast 2026 - The Daily Chronicle
Direct-to-Consumer Pharmaceutical Advertising Market 2020 by New Technology, Size, Share and Top Players Analysis- HARVARD POLITICAL REVIEW, MDEDGE, FDA | Forecast 2026  The Daily Chronicle

Display Advertising System Market Manufacturing Base Distribution, Sales Area, Product Types by Players (2020-2026) - The Daily Chronicle
Display Advertising System Market Manufacturing Base Distribution, Sales Area, Product Types by Players (2020-2026)  The Daily Chronicle

A truck advertising the Census got stuck ‘Storrowed’ - Boston.com
A truck advertising the Census got stuck ‘Storrowed’  Boston.com

Insight on the Growth of Cross Platform And Mobile Advertising Market Growth with Challenges, Standardization, Competitive Market Share,COVID-19 Analysis and Top Players 2028 - The Daily Chronicle
Insight on the Growth of Cross Platform And Mobile Advertising Market Growth with Challenges, Standardization, Competitive Market Share,COVID-19 Analysis and Top Players 2028  The Daily Chronicle

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Mobile Advertising Market Research: Aim To Achieve The Pinnacle In Qualitative Industry Research And Business Intelligence  The Daily Chronicle

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Aerial Advertising Market Next Big Thing | Major Giants Airsign, Van Wagner Aerial, Aerial Advertising  The Daily Chronicle

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SwagBag VIP Launches Experiential Marketing & Advertising  Martechcube

Online Display Advertising Market: Indoor Applications Projected to be the Most Attractive Segment during 2020-2027 - The Daily Chronicle
Online Display Advertising Market: Indoor Applications Projected to be the Most Attractive Segment during 2020-2027  The Daily Chronicle

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Pay-per-click (PPC) Advertising Market 2020 Trends and Key Growth Opportunities | Manufactures – Baidu, Google, Amazon, Alibaba, Yahoo, Sogou, Yandex, Microsoft, JD  The Daily Chronicle

(SPONSORED) Uplift Your Broadcast Advertising - Radio Ink
(SPONSORED) Uplift Your Broadcast Advertising  Radio Ink

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Indian Law on advertisement of brand extensions of alcohol and tobacco products and how it poised to become tougher  Lexology

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Advertising MARKET 2020 | (COVID19) IMPACT ANALYSIS | BUSINESS OUTLOOK, GROWTH, REVENUE, TRENDS AND FORECASTS 2026  The Daily Chronicle

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MidWeek Should Have Labeled Amemiya Story An Advertisement  Honolulu Civil Beat

Thanks To Our Advertisers - Above the Law
Thanks To Our Advertisers  Above the Law

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What Trump's TikTok Ban Could Mean For Advertisers  AdExchanger

Programmatic Job Advertising Leader Joveo Hires Dwane Lay to Bolster Customer Success Leadership - MarTech Series
Programmatic Job Advertising Leader Joveo Hires Dwane Lay to Bolster Customer Success Leadership  MarTech Series

Campaign is Scaling Back Television Advertising For Now - erienewsnow.com
Campaign is Scaling Back Television Advertising For Now  erienewsnow.com

Color-Coded Maps Tell Marketers Where They Need To Increase Advertising 09/18/2020 - MediaPost Communications
Color-Coded Maps Tell Marketers Where They Need To Increase Advertising 09/18/2020  MediaPost Communications

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Bucs' strong TV ratings offer opportunities for local businesses, just not all of them  Tampa Bay Business Journal

FPC National Announces Hiring of Anny Barrad as Director of National Advertising and Public Relations - PR Web
FPC National Announces Hiring of Anny Barrad as Director of National Advertising and Public Relations  PR Web

Out-of-state donors fund advertising flood in Maine Senate campaign - Press Herald
Out-of-state donors fund advertising flood in Maine Senate campaign  Press Herald

For the advertising industry, the pandemic means opportunity. - The New York Times
For the advertising industry, the pandemic means opportunity.  The New York Times

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments - Science Advances
The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments  Science Advances

Digest: Court overturns SEPTA ban on political advertising - trains.com
Digest: Court overturns SEPTA ban on political advertising  trains.com

AdvertiseMint Release Innovative Advertising Policy Guide Infographic - PRNewswire
AdvertiseMint Release Innovative Advertising Policy Guide Infographic  PRNewswire

Media Execs: Do Advertisers Trust You? It Matters Now More Than Ever 09/21/2020 - MediaPost Communications
Media Execs: Do Advertisers Trust You? It Matters Now More Than Ever 09/21/2020  MediaPost Communications

Legal Advertisements: Friday, September 18, 2020 | Legal Advertisements - Imperial Valley Press
Legal Advertisements: Friday, September 18, 2020 | Legal Advertisements  Imperial Valley Press

Lisa Scheller advertisement misses mark on Susan Wild's support of campaign finance bill - Morning Call
Lisa Scheller advertisement misses mark on Susan Wild's support of campaign finance bill  Morning Call

Lamar Advertising Company (REIT) (LAMR) and the Battle of Fundamentals vs. Technicals - The News Heater
Lamar Advertising Company (REIT) (LAMR) and the Battle of Fundamentals vs. Technicals  The News Heater

Biden vs Trump advertising strategy in battleground states - CNN
Biden vs Trump advertising strategy in battleground states  CNN

Lamar Advertising Company Announces Commencement of Exchange Offer for 3 3/4% Senior Notes due 2028, 4 7/8% Senior Notes due 2029 and 4% Senior Notes due 2030 - GlobeNewswire
Lamar Advertising Company Announces Commencement of Exchange Offer for 3 3/4% Senior Notes due 2028, 4 7/8% Senior Notes due 2029 and 4% Senior Notes due 2030  GlobeNewswire

Family Business Profile: 97-year-old Advertisers Printing makes big investments to power through Covid-19 pandemic - St. Louis Business Journal
Family Business Profile: 97-year-old Advertisers Printing makes big investments to power through Covid-19 pandemic  St. Louis Business Journal

How (and Why) to Use Branding to Supercharge Your Advertising - Business 2 Community
How (and Why) to Use Branding to Supercharge Your Advertising  Business 2 Community

Republican worries rise as Trump campaign pulls back from television advertising - The Washington Post
Republican worries rise as Trump campaign pulls back from television advertising  The Washington Post

This decade’s most important marketing question: What data rights do advertisers possess? - Search Engine Land
This decade’s most important marketing question: What data rights do advertisers possess?  Search Engine Land

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Don’t Tune Out OPDP’s Recent Warning Letter For a Violative Radio Advertisement  JD Supra

Craft beer subscription service pulled up for misleading advertising - The Drinks Business
Craft beer subscription service pulled up for misleading advertising  The Drinks Business

Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising - The Wall Street Journal
Facebook Says Apple’s New iPhone Update Will Disrupt Online Advertising  The Wall Street Journal

Facebook tries to head off election turmoil, angering both Trump and Democrats - The Washington Post
Facebook tries to head off election turmoil, angering both Trump and Democrats  The Washington Post

Fashion Advertisers Rediscover Black Models - The New York Times
Fashion Advertisers Rediscover Black Models  The New York Times

Trump goes mostly dark in TV advertising fight with Biden - The Associated Press
Trump goes mostly dark in TV advertising fight with Biden  The Associated Press

‘We have the capability’: How the coronavirus crisis has accelerated advertising’s shift to agility - Digiday
‘We have the capability’: How the coronavirus crisis has accelerated advertising’s shift to agility  Digiday

Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season - The Wall Street Journal
Advertisers Seek Right to Cancel TV Spending as Pandemic Roils Fall Season  The Wall Street Journal

TikTok Launches Marketing Partner Program for Advertisers - Social Media Today
TikTok Launches Marketing Partner Program for Advertisers  Social Media Today

Google's advertisers will take the hit from UK digital service tax - The Guardian
Google's advertisers will take the hit from UK digital service tax  The Guardian

Microsoft Advertising Premieres 'The Download' Video Series 09/08/2020 - MediaPost Communications
Microsoft Advertising Premieres 'The Download' Video Series 09/08/2020  MediaPost Communications

Binance advertising BTC at London bus stops in advance of UK launch - Cointelegraph
Binance advertising BTC at London bus stops in advance of UK launch  Cointelegraph

‘Contextual targeting is going to be the new black’: As IDFA restrictions loom, advertisers brace for the fallout - Digiday
‘Contextual targeting is going to be the new black’: As IDFA restrictions loom, advertisers brace for the fallout  Digiday

With TV advertising hard-hit, video companies turn to AVOD for hope - S&P Global
With TV advertising hard-hit, video companies turn to AVOD for hope  S&P Global

Biden and Trump Unveil Dueling Law-and-Order Ads - The New York Times
Biden and Trump Unveil Dueling Law-and-Order Ads  The New York Times

Advertisement For Bids | Legal Announcements | oanow.com - Opelika Auburn News
Advertisement For Bids | Legal Announcements | oanow.com  Opelika Auburn News

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