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”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here