Campaign Press Awards Silver Anniversary 1998 - Sponsor Profiles - Most Successful Agency in Regional Newspapers - N. S. Marketing

The marketing community’s awareness and use of local press will grow exponentially between now and the millennium. Why? Because local marketing is the future of marketing. Many clients have local marketing strategies at the very heart of their business strategies.

The marketing community’s awareness and use of local press will

grow exponentially between now and the millennium. Why? Because local

marketing is the future of marketing. Many clients have local marketing

strategies at the very heart of their business strategies.



Technological progress will allow the local business strategy to drive

advertising. Just imagine the power of ads which retain national brand

values while being individually tailored to each outlet’s local

situation: advertising which mirrors consumers’ needs, catchment area

profiles, local competitors, stock movement and price variations.



Media fragmentation means more choice, lower audiences and increased

complexity. Local newspapers have always been fragmented, but the

current era is one of consolidation and simplification.



Audiences will remain high, but buying them will become easier and,

therefore, more cost-effective. If you want to keep up with the

old-fashioned medium that’s speeding into the future, call the Newspaper

Society’s national development team on 0171-636 7014.



Now some words of wisdom from the luminaries...



’All sales are local’



- Henry Ford, Ford Motor Company



’It works, it’s mighty responsive; national campaigns can be bought with

one or two phone calls, ISDN links make artwork delivery relatively

simple and, most of all, the biggest press owners are embracing the

multimedia future with a real sense of commitment, evidenced by their

links with local cable companies. In fact, many of the problems of the

local press are well on their way to being vanquished - it’s just that

not many people know about it’



- Dominic Mills, then editor, Campaign, May 1995 (now editorial

director)



’The future is local’



- Tim Mason, director of marketing, Tesco Stores.



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