Boost your marketing by working effectively with the local press

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.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.