‘You dine off the advertiser’s “sizzling,” not the meat of the steak.’ J B Priestley. According to an NRS Media Survey local direct advertisers have emerged as the green shoots of sales recovery. Small to medium enterprises (SME’s) are leading the
return to growth.
Results of this research after surveying small businesses that advertise locally found:

• 70% said they must advertise to stay in business
• 55% believe their advertising could be more effective if planned better
• 53% would commit to longer-term (year ahead) advertising contracts if a cost saving could be achieved
• 60% would like to know more about potential customers rather than existing customers
• Only 38% felt the media they currently use understand their business needs all the time
• 88% said they like sales executives that take time to understand their business
• 15% said the media they advertise in don’t contact them enough

Most local businesses are so focused on running their operations that they need help understanding and then committing to appropriate advertising campaigns.