The following letter was issued in response to this article in Media Week on November 27.Dear Sir, It’s good that the importance of postcode level ad-buying is being recognised in the launch of Locally Connected (UK’s first print and online planning tool set to launch, 27 October, page 5). However, I would question the claim that the tool covers 70% of the local media market. I suspect that the titles missing from the currency are those that are routinely neglected by the less savvy brands.
In order to truly advertise at postcode level, a campaign has to take account of the hyper local media, which ranges from tier-two lifestyle titles to village magazines. I’ve made this claim before, often in front of large crowds, and it’s occasionally met with a snigger from old fashioned media buyers for whom circulation is king. When I tell them that the hyper local media network covers 10,000 accessible titles with a combined circulation of over ten million, the smirk fades away very quickly indeed.
In order to keep up with the most sophisticated narrowcast targeting techniques, it’s essential that national brands bring hyper local media buying into the portfolio. This has been recognised for some time in the states, where the fragmented media environment means that the method that works best is the right method. Now that our own media landscape is suffering, it’s time that UK Plc caught up with our cousins across the water.
Best regards,
Jason Mawer
Managing director
Oxbury Media Ltd
East Barn
Fairclough Hall Farm
Weston
Hertfordshire
SG4 7DP
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