The Newspaper Society (UK organisation that promotes the regional press) has launched Local Matters, a website that allows potential advertisers to tailor their campaigns with greater insight into the readers of the regional press. The online media planning tool was developed from research into how individuals engage with their local community, conducted by Millward Brown. The research continues the “Life is local” theme introduced several years ago by the Newspaper Society, highlighting the unique character of each community across the UK regions.
We have put together case studies to highlight some of the insights we gained through the project and to show just how differently people think, feel and behave in different parts of Britain. In addition to the learnings from the research, these case studies also include insights from people working in the local media in each of the 12 regions.