Regional Press: The Conversion Medium

Roy Rogers
Millward Brown


Next month the Newspaper Society will be publishing the full details of the Millward Brown Conversion Study, which examines the role of regional press as part of a mixed- media schedule. The 250,000 study, based on the results of over 9,000 interviews, demonstrates how a broad range of advertisers can tap into the strengths of the regional press to generate brand awareness, create demand and move consumers along the buying cycle. It will make reassuring reading for existing regional press advertisers and, in the view of many speakers at the Newspaper Society's advertising conference this year, provide an unprecedented opportunity for attracting new business from the national advertising community.

This article explains why and how the study was carried out, what the headline findings were and highlights some case studies of brands that took part.

The regional press