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Local newspapers continue to attract ad spend
Although adspend across the print media on average is down, local newspapers are still on the up. Ranking advertising spend, within advertising and media platforms, is one indicator as to the health of that medium...
Image via 123RF
"According to figures on Adindex, February 2014 to January 2015, adspend, on average, across the entire print industry is down by 3.9% over a two year period with trade magazines bearing the brunt at -13.4%," says Gill Randall, CEO of SPARK Media. "The only exception to this rule is community or local print which is up by 6.8%."
As consumers have less money to spend, planning of shopping trips becomes even more prolific. ROOTS research has shown that people plan their shopping by utilising inserts to research specials placed within their local community newspapers. Planning amongst food and grocery shoppers has increased by over 20% since 2004. In the US, 62% of insert readers cited saving time and money being one of the benefits of using inserts and 70% said that they checked inserts to find out about sales and savings.
This is reflected in the adspend SOV (Share of Voice) with a 17% increase across the entire medium. Local press fared even better. VFD (Verified Free Delivery) SOV increased by 21% and sold community paper inserts SOV increased by 50%.
Even though these Adex billings are based on rate card and do not reflect any discounts that may have been negotiated, trends can easily be identified. For more information, go to www.sparkmedia.co.za.
