You may have heard the news that local media is dying. Perhaps you have lost your own local newspaper, or have seen it transform into something smaller and digital that you now read online.
In fact, you would be right in thinking that circulation in print media is down as a whole, as last year, some newspapers reported a drop in sales of as much as a 28% (Thomas, 2018). Whether you are a journalist or a reader, this is alarming news.
So, it is no surprise that when it comes to thinking about your next advertising campaign, a national title might seem more appealing. After all, a larger readership and the prestige of being featured in a reputable publication is an irresistible combination, and it is one that has proved successful.
Print advertising growth
Conversely to the drop in sales, last year, print display advertising in the national newspaper market rose 1% to £153 million in the first quarter of 2018 (Sweney, 2018). It was the first increase since 2010, and occurred in titles such as The Sun, Daily Mail, Daily Express and Metro. According to the Advertising Association and World Advertising Research Center, the combined print display advertising in the same period also rose by 2.8% to £77.8 million (Sweney, 2018).
There were cries of a renewed optimism and verve in the national media; meanwhile, local outlets continued to close or move online. However, this raises the question of what impact these advertisements had on businesses.
Rare sales translations
As head of marketing for a busy womens’ health clinic, I was fielding calls from often-aggressive agencies most weeks, offering the clinic a slot in national newspapers. Occasionally, we gave in. After all, it was tempting to appear next to various figureheads in the digital edition that could be shared with patients.
A few articles were invested in, and we were so sure that the phones would be ringing off the hook, so much so that customer service reinforcements would need to be called in. Instead, the day was quiet. Outwardly, we were delighted, as our reputation was boosted. Yet, the cost was high on our bank balance, to the point of tens of thousands of pounds. Although likes and follows on social media were boosted, it rarely translated into sales.
Local media is still there
Years ago, I helped in the training of police officers to become detectives. I watched as they were bossed around by the national news, who were determined to have everything done on their time or they would miss their slot.
Slowly, however, the Chief of Police would realise that, as the big shots melted away with their sensational headlines and cutaway shots, the local press would be there to follow up on the story. Soon after, relationships developed and the phone would often ring before the news even broke.
It is this sort of relationship that local news can offer, from impartial reviews to full features. Furthermore, with the increase of social media, journalists are working harder than ever to turn content into user-friendly material, such as videos, polls and GIFs.
What's more, it is working. Community journalism is bigger than ever (if underfunded), as people turn to Facebook and Twitter to find out what is going on in their area. This is something a national newspaper could never highlight as quickly.
Like the Chief of Police, you too can have that relationship with a local journalist. Invite them over to see what you do and ask what they are working on. Plus, most local outlets are now subdivisions of larger companies who will gladly take interesting copy and re-use it in their national outlet. Essentially, that is two for the price of one.
Lending support
Getting to know the local press is not only cheaper on your wallet in the long run, but they will probably be kinder to you in any write-up, and the public will understand that it is editorial (written by journalists) and not advertorial (paid for by your company).
Even better, look online to see if there is an ‘About us’ section on the newspaper website. Often, they will have individual emails for you to message—ask if they fancy a demo or a free lunch. You never know, most journalists may jump at the opportunity to leave the office.
After all, with jobs in community journalism now rare, by continuing to support your local news, you might find that they will support you back.