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
’The future is local’
- Tim Mason, director of marketing, Tesco Stores.