Regional ads ‘hit spot’ with businessmen

Regional press and trade magazines generate the highest levels of advertising response among businessmen and women, according to a new study carried out on behalf of the Newspaper Society.

The study, called Business Choice, reveals that 16 per cent of business people have responded to a business ad in the regional press in the past year – three times higher than for the national press.

Of all the businessmen and women involved in placing ads across the UK, 58 per cent use the regional press, 24 per cent use the trade press and only ten per cent the national press.

Charles Ross, national development manager for the society, says: “This is the first time we have ever tried to get a feeling of the size of the readership among the business community who read local newspapers.”

The survey uses a new definition for businessmen and women which includes decision-makers in businesses regardless of their area of operation, size of company or job title. This is described as “any economically active man or woman, with personal influence on the decision to buy, recommend, or approve items or services at work”.

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