The statistics seem to indicate that sales of national newspapers are heading down (except The Sun), whereas there is ongoing interest in local newspapers.

We are drowning in multi-media global news and yet equally interested in what’s happening in our suburb, town or village.

Developing good relationships with independent local newspapers (and radio stations) can be a key part of your overall marketing mix.

A local newspaper is commercial business (just like yours) and has to sell advertising to make a profit.

Often, a dual approach to buy some advertising space in return for current affairs coverage can be an excellent win:win.

I reproduce here (with permission) a feature that appeared in the Colwyn Bay Daily Post on my client and friend Trevor Ferguson.

Its a good example of how to do these things correctly.

Remember – this is a piece of a marketing jigsaw of activity that must be maintained over long periods to gain traction and effectiveness.