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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 Thu. February / 29 / 2024

Google 'predatory' advertising practices probe expanded by Canada antitrust watchdog - New York Post
Google 'predatory' advertising practices probe expanded by Canada antitrust watchdog  New York Post

Google faces $2.27 billion lawsuit over advertising practices - Search Engine Land
Google faces $2.27 billion lawsuit over advertising practices  Search Engine Land

Federal Court orders Google to surrender records to government investigation of advertising dominance 'harm' - National Post
Federal Court orders Google to surrender records to government investigation of advertising dominance 'harm'  National Post

World Creative Rankings 2024: advertising's top companies, campaigns & people announced - The Drum
World Creative Rankings 2024: advertising's top companies, campaigns & people announced  The Drum

Why did the Supreme Court ban Baba Ramdev’s Patanjali from advertising its products? - The Indian Express
Why did the Supreme Court ban Baba Ramdev’s Patanjali from advertising its products?  The Indian Express

Russian Lawmakers Pass Advertising Ban for 'Foreign Agents' - The Moscow Times
Russian Lawmakers Pass Advertising Ban for 'Foreign Agents'  The Moscow Times

The Advertising Research Foundation Unveils a New Resource for Using AI in Advertising Research - Yahoo Finance
The Advertising Research Foundation Unveils a New Resource for Using AI in Advertising Research  Yahoo Finance

News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society - CNN
News outlets are collapsing as advertisers flock to social media platforms. It has major implications for society  CNN

Hulu advertising resolves conflict over 'religious indoctrination' - Deseret News
Hulu advertising resolves conflict over 'religious indoctrination'  Deseret News

Amazon hints at post-cookie ad tech project called ID++ - Ad Age
Amazon hints at post-cookie ad tech project called ID++  Ad Age

Delaware Officials Post New Draft Rules For Marijuana Tracking, Advertising And Packaging As State Prepares To ... - Marijuana Moment
Delaware Officials Post New Draft Rules For Marijuana Tracking, Advertising And Packaging As State Prepares To ...  Marijuana Moment

‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas - The Guardian US
‘A Trojan horse of legitimacy’: Shell launches a ‘climate tech’ startup advertising jobs in oil and gas  The Guardian US

Canada Antitrust Watchdog to Expand Probe Into Google's Advertising Practices - The Wall Street Journal
Canada Antitrust Watchdog to Expand Probe Into Google's Advertising Practices  The Wall Street Journal

AG files false advertising lawsuit against JBS USA - MEAT+POULTRY
AG files false advertising lawsuit against JBS USA  MEAT+POULTRY

Magnite Earnings: Recovering Advertising Demand Lifts Revenue and Cash Flow - Morningstar
Magnite Earnings: Recovering Advertising Demand Lifts Revenue and Cash Flow  Morningstar

Inside Quaker's 'iterative' approach to make its advertising work globally and locally - Digiday
Inside Quaker's 'iterative' approach to make its advertising work globally and locally  Digiday

FTC Announces $16.5 Million Settlement Against UK Service Provider and Ban from Selling Browsing Data for ... - Privacy & Information Security Law Blog
FTC Announces $16.5 Million Settlement Against UK Service Provider and Ban from Selling Browsing Data for ...  Privacy & Information Security Law Blog

Appellate court upholds $21 million judgment against for-profit college regarding unfair competition and false ... - Consumer Finance Monitor
Appellate court upholds $21 million judgment against for-profit college regarding unfair competition and false ...  Consumer Finance Monitor

B2B PR and Content Creativity vs. Advertising - MarketingProfs.com
B2B PR and Content Creativity vs. Advertising  MarketingProfs.com

Sinclair Q4 Revenues Down 14%, Core Advertising Inches 2% Higher 03/01/2024 - MediaPost Communications
Sinclair Q4 Revenues Down 14%, Core Advertising Inches 2% Higher 03/01/2024  MediaPost Communications

New CCPC Guidelines for Social Media Influencer Advertising - Lexology
New CCPC Guidelines for Social Media Influencer Advertising  Lexology

IAB PlayFronts Returns for Third Year, Reinforcing Gaming Advertising's Effectiveness - Longview News-Journal
IAB PlayFronts Returns for Third Year, Reinforcing Gaming Advertising's Effectiveness  Longview News-Journal

Microsoft advertising business could be $50B asset, says Barclays - TipRanks.com - TipRanks
Microsoft advertising business could be $50B asset, says Barclays - TipRanks.com  TipRanks

Atlantic School Board Approves Advertising and Hiring a Director of Student Services - KSOM
Atlantic School Board Approves Advertising and Hiring a Director of Student Services  KSOM

Navigating the Regulatory Maze: Understanding the ASA Ruling re. Supreme CBD - The National Law Review
Navigating the Regulatory Maze: Understanding the ASA Ruling re. Supreme CBD  The National Law Review

Black artists and creatives to watch, according to a Black designer in advertising - Campaign US
Black artists and creatives to watch, according to a Black designer in advertising  Campaign US

New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ... - Yahoo Finance
New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ...  Yahoo Finance

The Newly Appointed Advertising CEO With The Mighty Mouse Heart 02/29/2024 - MediaPost Communications
The Newly Appointed Advertising CEO With The Mighty Mouse Heart 02/29/2024  MediaPost Communications

Boston man accused of stealing money, falsely advertising room on Facebook Marketplace - Yahoo News
Boston man accused of stealing money, falsely advertising room on Facebook Marketplace  Yahoo News

AGCO's ban on athletes advertising igaming products now in effect - EGR Global
AGCO's ban on athletes advertising igaming products now in effect  EGR Global

Advertising the Fight Against Antisemitism - Jewish Journal
Advertising the Fight Against Antisemitism  Jewish Journal

Lindenwood's Advertising Students travel to Kansas City to compete in the National Student Advertising Competition - Lindenlink
Lindenwood's Advertising Students travel to Kansas City to compete in the National Student Advertising Competition  Lindenlink

Owning Your Crown: The Importance of Celebrating Black Hair in Advertising - Adweek
Owning Your Crown: The Importance of Celebrating Black Hair in Advertising  Adweek

Digital Advertising & Publishing Industries' Annual Crossover Event: Launch Ceremony of The 6th "HK Digital ... - PR Newswire
Digital Advertising & Publishing Industries' Annual Crossover Event: Launch Ceremony of The 6th "HK Digital ...  PR Newswire

HOAX: These Facebook posts advertising jobs at Naivas Supermarket chain are fraudulent - PesaCheck
HOAX: These Facebook posts advertising jobs at Naivas Supermarket chain are fraudulent  PesaCheck

This Jack Daniel’s Ad was Banned for Encouraging Reckless Drinking - Whiskey Raiders
This Jack Daniel’s Ad was Banned for Encouraging Reckless Drinking  Whiskey Raiders

Anstrex Unveils Revolutionary TikTok Ad Intelligence Product for E-commerce and Mobile App Advertisers - News Channel Nebraska
Anstrex Unveils Revolutionary TikTok Ad Intelligence Product for E-commerce and Mobile App Advertisers  News Channel Nebraska

Intuit Violates FTC Act with Deceptive TurboTax Advertising - JD Supra
Intuit Violates FTC Act with Deceptive TurboTax Advertising  JD Supra

Google Hit With $2.3bn Lawsuit Over Digital Ad Losses - Silicon UK
Google Hit With $2.3bn Lawsuit Over Digital Ad Losses  Silicon UK

Advertising & Public Relations Database - DeSmog
Advertising & Public Relations Database  DeSmog

Wieden+Kennedy axes 20% in Portland - More About Advertising
Wieden+Kennedy axes 20% in Portland  More About Advertising

NEW COUNTY AUDIT SAYS TDC INCREASED ADVERTISING BUDGET TO $36M WITH NO EXPLANATION - Florida Keys Weekly
NEW COUNTY AUDIT SAYS TDC INCREASED ADVERTISING BUDGET TO $36M WITH NO EXPLANATION  Florida Keys Weekly

PGA Tour bolsters integrity efforts by joining Coalition for Responsible Sports Betting Advertising - Yogonet International
PGA Tour bolsters integrity efforts by joining Coalition for Responsible Sports Betting Advertising  Yogonet International

Briefing: Publishers Allege Google Advertising Tools Deprived Them of Income - The Information
Briefing: Publishers Allege Google Advertising Tools Deprived Them of Income  The Information

Locafy Announces Partnership Agreement with diDNA to Enhance Digital Property Portfolio with Leading Advertising ... - GlobeNewswire
Locafy Announces Partnership Agreement with diDNA to Enhance Digital Property Portfolio with Leading Advertising ...  GlobeNewswire

American Advertising Federation's 2024 Class of Most Promising Multicultural Students | LBBOnline - Little Black Book - LBBonline
American Advertising Federation's 2024 Class of Most Promising Multicultural Students | LBBOnline  Little Black Book - LBBonline

Telegram to Launch Advertising Platform Using TON Blockchain - Cryptonews
Telegram to Launch Advertising Platform Using TON Blockchain  Cryptonews

How much do Georgian politicians spend on social media advertising? A study by ISFED - JAMnews
How much do Georgian politicians spend on social media advertising? A study by ISFED  JAMnews

Russia's parliament approves bill banning advertising on websites of 'foreign agents' - Reuters
Russia's parliament approves bill banning advertising on websites of 'foreign agents'  Reuters

Techint Labs Achieves B Corp Certification, Pioneering Sustainable Digital Advertising - BNN Breaking
Techint Labs Achieves B Corp Certification, Pioneering Sustainable Digital Advertising  BNN Breaking

New Study Looks at Travelers' Perceptions of Airport Advertising - Branding in Asia Magazine
New Study Looks at Travelers' Perceptions of Airport Advertising  Branding in Asia Magazine

American Advertising Federation's Most Promising Multicultural Student Program | LBBOnline - Little Black Book - LBBonline
American Advertising Federation's Most Promising Multicultural Student Program | LBBOnline  Little Black Book - LBBonline

AI Replaces Keywords, Gives Advertising Insight Into Black Box Data 02/28/2024 - MediaPost Communications
AI Replaces Keywords, Gives Advertising Insight Into Black Box Data 02/28/2024  MediaPost Communications

‘We’re being set up to fail’: New York cannabis advertising restrictions pummeling dispensaries - syracuse.com
‘We’re being set up to fail’: New York cannabis advertising restrictions pummeling dispensaries  syracuse.com

OUR LOCAL TEAM: It's been an honour to help businesses grow through advertising - NotlLocal.com
OUR LOCAL TEAM: It's been an honour to help businesses grow through advertising  NotlLocal.com

Don't fear the new: Taking calculated risks in advertising - Fast Company
Don't fear the new: Taking calculated risks in advertising  Fast Company

HP says cyber criminals use advertising tools for hacking - The Jerusalem Post
HP says cyber criminals use advertising tools for hacking  The Jerusalem Post

KMP invests in AI computer vision and consumer engagement advertising platform SmartRetail - TNGlobal - TechNode Global
KMP invests in AI computer vision and consumer engagement advertising platform SmartRetail - TNGlobal  TechNode Global

Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month - Digiday
Future of TV Briefing: DoubleVerify and Roku uncover CTV ad fraud scheme costing advertisers $7.5M per month  Digiday

Sky reviews giant media account at WPP’s EssenceMediacom - More About Advertising
Sky reviews giant media account at WPP’s EssenceMediacom  More About Advertising

Google: Apple rejected Microsoft Bing deal over quality worries - Search Engine Land
Google: Apple rejected Microsoft Bing deal over quality worries  Search Engine Land

Revolutionizing Advertising: Dr. Aaron Andalman Unveils AI-Driven Inclusivity at Cognitiv - BNN Breaking
Revolutionizing Advertising: Dr. Aaron Andalman Unveils AI-Driven Inclusivity at Cognitiv  BNN Breaking

Price Transparency Bill passes CO Committee - KKCO
Price Transparency Bill passes CO Committee  KKCO

The marketer's moment: an essential guide to advertising measurement in 2024 - The Drum
The marketer's moment: an essential guide to advertising measurement in 2024  The Drum

Digital advertising: key updates for businesses (February 2024) - Lexology
Digital advertising: key updates for businesses (February 2024)  Lexology

Campaign Chemistry: The New York Times Advertising global chief advertising officer Joy Robins - Campaign US
Campaign Chemistry: The New York Times Advertising global chief advertising officer Joy Robins  Campaign US

Google's Advertising Dominance Under Scrutiny: Canadian Competition Bureau Steps In - BNN Breaking
Google's Advertising Dominance Under Scrutiny: Canadian Competition Bureau Steps In  BNN Breaking

Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore - Skift Travel News
Tripadvisor Isn’t as Dependent on Its 2 Biggest Advertisers Anymore  Skift Travel News

Kentucky Statewide Classified Advertising - The Falmouth Outlook
Kentucky Statewide Classified Advertising  The Falmouth Outlook

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Things are about to get weird – why advertisers should embrace humour and surrealism  Creativebrief

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Who Said Display Is Dead? PubMatic Grows Banner Budgets By 9%  AdExchanger

Etherscan's $26m revenue is all from advertising - Tech in Asia
Etherscan's $26m revenue is all from advertising  Tech in Asia

Amazon Prime incluirá publicidad limitada en series y películas - ELSATE.com (English)
Amazon Prime incluirá publicidad limitada en series y películas  ELSATE.com (English)

How advertising can accelerate a sustainable economy - PoliticsHome
How advertising can accelerate a sustainable economy  PoliticsHome

Committee of Advertising Practice to crack down on vape advertising - Convenience Store
Committee of Advertising Practice to crack down on vape advertising  Convenience Store

Ritz Is Facing A Lawsuit Over False Advertising Of ‘Real Cheese’ Filling Of Their Crackers: It’s ‘Not Cheese’ - SheFinds
Ritz Is Facing A Lawsuit Over False Advertising Of ‘Real Cheese’ Filling Of Their Crackers: It’s ‘Not Cheese’  SheFinds

How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin - WIRED
How the Pentagon Learned to Use Targeted Ads to Find Its Targets—and Vladimir Putin  WIRED

Atturo Tires launches national advertising TV campaign - Tire Business
Atturo Tires launches national advertising TV campaign  Tire Business

DoubleVerify Unmasks CTV Ad Fraud Scheme, CycloneBot - MarTech Series
DoubleVerify Unmasks CTV Ad Fraud Scheme, CycloneBot  MarTech Series

Eastpak dresses new global campaign in cosplay - More About Advertising
Eastpak dresses new global campaign in cosplay  More About Advertising

New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ... - Chronicle-Tribune
New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV ...  Chronicle-Tribune

Google Faces Wider Antitrust Probe Over Online Ads in Canada - Financial Post
Google Faces Wider Antitrust Probe Over Online Ads in Canada  Financial Post

Scam Cases Surge by 50%: Call for Accountability in Social Media Advertising - BNN Breaking
Scam Cases Surge by 50%: Call for Accountability in Social Media Advertising  BNN Breaking

Alkimi Revolutionizes Digital Advertising with Decentralized Exchange, Slashing Fees to 3-5% - BNN Breaking
Alkimi Revolutionizes Digital Advertising with Decentralized Exchange, Slashing Fees to 3-5%  BNN Breaking

AGCO introduces ban on athletes in Ontario igaming advertising - Focus Gaming News
AGCO introduces ban on athletes in Ontario igaming advertising  Focus Gaming News

Swiss House of Representatives Rejects Tobacco Advertising Bill Amidst Varied Party Views - BNN Breaking
Swiss House of Representatives Rejects Tobacco Advertising Bill Amidst Varied Party Views  BNN Breaking

Fox employs Madhive's new local CTV political ad marketplace - StreamTV Insider
Fox employs Madhive's new local CTV political ad marketplace  StreamTV Insider

2024 is a huge year for political advertising. What does that mean for other advertisers? - Insider Intelligence
2024 is a huge year for political advertising. What does that mean for other advertisers?  Insider Intelligence

Warner Bros. Sales Miss as TV Advertising Continues to Fall - Bloomberg
Warner Bros. Sales Miss as TV Advertising Continues to Fall  Bloomberg

Podcast 66: Online advertising - how publishers can survive a tsunami of change - Press Gazette
Podcast 66: Online advertising - how publishers can survive a tsunami of change  Press Gazette

Pirate Sites With Malicious Ads Face Restrictions Under New Initiative - TorrentFreak
Pirate Sites With Malicious Ads Face Restrictions Under New Initiative  TorrentFreak

Microsoft could be sitting on a $50 billion opportunity, Barclays says - CNBC
Microsoft could be sitting on a $50 billion opportunity, Barclays says  CNBC

Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent - Missouri Independent
Missouri Treasurer faces scrutiny over state advertising on unregulated slot machines • Missouri Independent  Missouri Independent

New advertising rules to stop foreign attacks on EU elections - Moonshot News
New advertising rules to stop foreign attacks on EU elections  Moonshot News

Outernet: A new hub for London - and maybe the future of advertising - City A.M.
Outernet: A new hub for London - and maybe the future of advertising  City A.M.

Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse - GoLocalProv
Top Advertising Creative Says New RI Tourism Campaign Is Not Bad—It Is Worse  GoLocalProv

New JCDecaux research underlines the power of airport advertising - The Moodie Davitt Report
New JCDecaux research underlines the power of airport advertising  The Moodie Davitt Report

Walmart's latest fight with Amazon is digital advertising - Yahoo Finance
Walmart's latest fight with Amazon is digital advertising  Yahoo Finance

Toncoin (TON) Price Soars 35% On Telegram Advertising Platform Launch - CoinGape
Toncoin (TON) Price Soars 35% On Telegram Advertising Platform Launch  CoinGape

Google gives advertisers more visibility and control over search following scathing Adalytics report - Ad Age
Google gives advertisers more visibility and control over search following scathing Adalytics report  Ad Age

Law Firms Learn How to Combat Online Threats in cj Advertising Webinar - EIN News
Law Firms Learn How to Combat Online Threats in cj Advertising Webinar  EIN News

Amazon's Bold Advertising Strategy Shakes Up Digital Marketing, Affecting Global Markets - BNN Breaking
Amazon's Bold Advertising Strategy Shakes Up Digital Marketing, Affecting Global Markets  BNN Breaking

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