21.03.07
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Advertising - Press
Press is the largest media sector in the UK, although some press spending is classified adverting e.g. recruitment etc, the majority is on display advertising.
Press sector is divided into segments, allowing for accurate targeting of specific audiences.
Newspaper
This sector is further sub-divided into:
- National broadsheet - Quality
- National tabloid - Mass market
- Regional - more defined geographical reach and perceived by readers to speak more authoritatively on local issues. (South Wales Evening Post or Carmarthen Journal).
- Weekly regional - reach a small geographical readership.
Its important to note that "Paid for" regionals carry greater credibility than "free" papers.
Consumer Magazines
Magazines can be classified by the special interests of the reader, such as cooking, football, sailing or even by the age or sex of the reader, such as children's magazines and women's magazines.
These clearly defined characteristics allow for better segmentation and targeting.
Business Magazines
The UK business magazine share is one of the largest in Europe. Whatever the trade sector, there is a number of specialist magazines available.
Directories
Yellow Pages or the Thompson Local Directory is particularly important for the small local service businesses.
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