Research highlights the benefits of regional ads

by Media Week, Media Week 12-Jun-07

The Newspaper Society has released research that it claims shows the benefits of advertising in the regional press.

The research focuses on a campaign by Lloyds TSB, planned by
ZenithOptimedia, which it says boosted mortgage sales in two UK regions
where people are least likely to own their homes, following a regional

press campaign.

It claims that readers are more likely to trust a national financial
services provider if it advertises in the regional press.

The research studied the effects of advertising Lloyds TSB mortgages in
10 regional newspapers in Wales and the South West of England.
Subsequent sales figures revealed a 64% return on investment, which has
spurred Lloyds TSB to consider using the regional press for future
campaigns.

ZenithOptimedia planner David Ace said: "The research highlighted that
regional press provides both a trusted environment and suitable
editorial for Lloyds TSB."

Respondents' comments revealed that local papers are the most relevant
form of media, giving national advertisers a powerful platform to
communicate their message.