Different media brings different things to the party
According to Mark Ritson, brand consultant and marketing professor, “The power of a good campaign has always been in the combination of different weapons…at different stages…to get the job done”.
We all appreciate a good pairing and some things were just meant to go together. Most advertising works best when media complements one another. By pairing two or more platforms you extend your reach, and increase your overall ROI.
Spark Media agrees with Denise Turner, Insights Director at Newsworks, when she says “Somehow advertising has been distracted by madmen metrics. It’s time we got back to doing the best advertising in the best places for advertisers.”
Print brings something good to the party
Significant assets of print are trust, relevance and low levels of intrusion (all key elements in a very disrupted world). With more people turning to trusted news sources, the undeniable value of print is further cemented by the intrinsic of local papers.
With most advertising not even able to break into the consciousness of target markets, you want your message to stand out!
Ads in local papers stand out
- Ad recall in print has improved significantly over the past decade, from 46% to 77%. (Source: RAMetrics)
- Branding is 185% stronger in print than digital, more and more clients are benefiting from direct access to an incredibly engaged audience, in an effective and trusted environment. (Source: RAMetrics)
- With local papers accounting for 79% of the newspaper distribution in South Africa. (Source: ABC Q1 2020)
Many successful advertisers recognise the strength, value and impact offered by local papers and reap the weekly rewards!
If you would like more information on how local papers can supercharge a campaign, pack a punch in the media mix and boost other channels, all whilst giving you total market coverage of economically active South Africa, please get in touch with Spark Media.
And if you are at a loss as to what to pair your local paper with, we are here with suggestions. Contact us at firstname.lastname@example.org