AGM

May 17th 2013

Update

1 NS activity / Insights

Update

2 Featurelink

3 1Local

Agencies and Advertisers

• Research and Insight

• Featurelink

• 1Local

• Dialogue for agencies and advertisers

• Presentations to members and member companies

• Marketing support

Insights

Advertising in local newspapers is trusted more than any other media channel

Source: IPA Touchpoints 4 Expanded Hub Base: All respondents. (Agree)

‘I trust the advertising I see in…’

21.1

9.9

8.7

8.4

8.2

7.6

6.9

3.9

3.4

2.4

94% Value their local newspaper because

it covers local news

74% often notice the advertisements in their

local newspaper

65% trust their local newspaper more than a

national newspaper

Local newspapers have a strong and valuable relationship with their audience

Source: IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion (All agree)

There is a clear benefit for advertisers getting into the community

96% like companies that involve

themselves in the local community

93% Feel better about companies who

sponsor projects which put something back into the

community

72% Try to buy local produce

whenever I can

Source: IPA Touchpoints 4 Expanded Hub Base: All respondents who gave an opinion

All agree:

A quantitative study intoshopping behaviour and attitudes

Retail updated

the wanted ads Retail – 9 retail sectors

Total 2,559

Fieldwork dates 13th – 20th August 2012

Nationally representative sample (quotas on age, gender, class and ITV region)

Online survey with weighting to correct bias

GROCERIES HOUSEHOLDGOODS DIY/GARDENING

MOBILEPHONES

CLOTHING & FASHION

ENTERTAINMENT& LEISURE

FURNITURE OPTICIANS CHEMISTS

the wanted ads Retail : 4 Main themes

2: Cost/£VFM the #1 priority Focused shopping behaviour especially looking for value

3: Locality more important than everDespite growth internet people continue to shop locally

4: Consumers seek promotion & value messaging Local media #1 paid for media

1: People are continuing to cut backBelt-tightening across all retail sectors

Commercial offerings

Topline summary: Fire Kills Research

- 82% who read a local newspaper agreed that the use of localised Fire Kills messages helped make the reader understand the importance of the issue more effectively.

- 65% of readers will remember to test their smoke alarms when the clocks change.

- 93% of readers agree the local newspaper is the best way to find out what is happening in the area they live vs 69% of non readers.

- 89% of readers agree they trust their local newspaper to report accurately and honestly vs 65% of non readers.

• 1Local is all 71 local daily titles• 74 incl. Northern Ireland

• 1Local has a combined readership of 6.7 million adults

• Circulation is 2.3 million

• Traded at National Press CPT

• Position and day of week guarantees

• 1 Order and 1 Invoice

• 1 piece of copy – or a maximum 12 TV area splits

What is 1Local?

Who is using 1Local?

“1Local is an excellent vehicle for a large client like Tesco to talk directly to communities across the UK in a highly trusted environment.”

Vanessa Doyle, head of press and cinema at Initiative

"We use 1Local to complement our national press schedule as it can add incremental coverage as well as allowing us to talk to our consumers within a trusted and relevant environment." 

Richard Smith, head of marketing communications planning, Marks & Spencer,

“ Local newspapers remain an important part of the media landscape, with both print and online entities having a unique and trusted relationship with their readers. The Newspaper Society's "1Local" initiative gives National advertisers the chance to get to engage local communities easily and cost-effectively.“

Paul Rowlinson

Managing Partner Mindshare