smallbusiness.co.uk: Helping your business think big

News that advertising in local papers has bucked the general downturn in advertising has prompted David Bishop of the Federation of Small Businesses to advise small businesses to use this medium only as part of a range of methods.

He explained that advertising in the regional press is useful but cautioned that "small businesses’ advertising can get stale from overuse of one particular medium". Bishop says local papers need to be used as "part of a cocktail of different strategies."

Dave Harrop of the Forum of Private Business agrees, saying this medium is most cost-effective if used as part of a mix of other advertising, marketing and public relations activity.

After the trade press, Harrop says, people are most likely to be reading their local and regional papers, providing a good way for small businesses to target both other small businesses and potential customers.

Harrop adds that, as small businesses deal predominantly in local markets, using the press in their particular area would be the most targeted and effective way to reach their key market.

A small business "might even manage to get some free PR through free editorial," he suggests, if they have a product or service that could be turned into a newsworthy article.

These words of advice come at a time when the Newspaper Society announced ACNielsen MMS figures showing total spend in regional press had increased 5% year-on-year in 2001. National press (down 7.8%), national radio (down 14.2%), local radio (down 4.3%) and terrestrial television (down 11.1%), all suffered a decrease.

Local and regional press is the "UK’s second largest advertising sector (behind TV)," commented the Society. 40 million or 84% of all British adults read a regional newspaper, while 60% read a national paper. Regional press coverage has increased by 1.4% since 1999, adding on 907,000 readers, while national press coverage has fallen 3%.

Further figures show that regional press has a high stand-alone readership, says the Society (sourced from BMRB/TGI 2001), with 41% of those who read a regional paper, not reading a national.

David Hoath, marketing director of the Newspaper Society, said, "More and more businesses are tapping into the strengths of the regional press to communicate with their customers at grass roots level."

These latest figures, Hoath continued, are particularly encouraging, in the current economic climate, as marketing budgets have been reduced and most advertising mediums have suffered a decline in advertising sales.

Hoath adds that the "UK’s regional press has made a concerted effort" to improve the way it does business with all customers, whether a large advertising agency or a small, local business.

Initiatives such as a free, internet-based artwork delivery system, a database of sections and supplements and on-line access to planning information, have all been designed to make it easier to plan and buy advertising campaigns.

For further information, visit www.newspapersoc.org.uk .

With thanks to Lloyds TSB Success4Business. For more news and information visit www.success4business.com.

(22/2/02)