Direct response press

The most widely used advertising medium

Newspapers, magazines, periodicals

Newspapers, magazines and periodicals are the most widely used advertising medium, accounting for around 50% of all press advertising expenditure.

Newspaper advertising - whether the national press, free newspaper advertsising or classifieds is the easiest because it's daily in frequency. Regional newspapers can be daily or weekly. Magazine advertising tends to be on a monthly cycle and magazine advertising rates and production values (= costs) tend to be higher.

The majority is for awareness. However, as there are well over 11,000 publications to choose from in the UK the great advantage in direct marketing terms is that it is possible to target specific audiences with particular interest in your business.

National newspaper advertising offers extremely high circulation (in total over 12 million a day), wide coverage and the ability to target demographically and by region. On the other hand, if your audience is professional managers there are a wide range of more defined and specific publications for you.

Planning your direct response press

Direct response press advertising requires thought about a number of issues, for example: newspaper advertising rates or media buying rates, one stage versus two stage, coupon v. telephone v. internet v. all, display versus classified, size and position, cost effective because of response rate or CPM and, of course, the creative treatment.

It is estimated that 90% of press advertising now includes response coupons, Internet addresses, freephone numbers, etc. to encourage direct response. Whatever your direct response press advertising need we can help you to ensure that you get the results you require.