Advertising Offline in a Local Market

By on January 26, 2016

advertising offline

Over the last few years, there has been so much interest in the Internet and social media for marketing and advertising your business. Some businesses have migrated their total advertising efforts to online promotion.

Local Marketing – Print is still a powerful tool to reach your audience

When it comes to local marketing however, print advertising still maintains a powerful and necessary component of any advertising efforts of a small business. Some of the advantages that print media has over its digital counterparts are as follows:

Tangibility – A print piece is a physical thing. Magazines and newspapers can stay in houses or offices for months or years, while internet ads can disappear into cyber space instantaneously.

Credibility – There is something about print that gives a sense of legitimacy. The saturation of pop-ups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people weary of clicking. There is no imminent danger in a print ad.

Targeting – Print ads are excellent for promoting your brand / business. You may not be trying to achieve national identity, being focussed more on your local market. Regular advertising in your local area publication will build a connection with your target audience as the ‘go to’ place for your products/ services. The important thing to consider is where the publication is being targeted. If for example, you are in business in Skerries, you must ask yourself the question- are you looking for customers/ or are you likely to get business from Swords, Malahide or savvy? If not, there is no point in paying for your ad to be circulated in these areas. Focus your advertising efforts in the places where your potential customers are, particularly if you have a limited budget.

Print is more Engaging – Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as 10-15 seconds. ( When people are bored, maybe waiting in a cafe for food or waiting for an appointment or a train, they are a captive audience.

In a recent survey, carried out by Mediaforce Ireland – The key findings were that people continue to live their lives and spend most of their money locally. The survey revealed that 82% of respondents spend half or more of their money within an 8km (5 mile) radius of their home and two thirds of them rely on advertisements in their local newspapers to help with their grocery shopping decisions.


A quite extraordinary 98% of consumers undertook a further action as a result of seeing something advertised in their local newspaper. These actions included coupon redemption, making note of a special offer, discussing the advertisement with friends or family, deciding which supermarket to shop at, and going online to get further information.

Your time is valuable – a lot of small businesses use social media to build engagement with their customers. There are many FREE ways to advertise online but it can be very time consuming creating content for articles for your website, posting on social media etc. Not everyone is ‘Tech savy’ and with Facebook, for example, it is getting more difficult to reach your target audience – ‘using the Free model’ – as they move to monetise business pages. So while a lot of energy is being dedicated to promoting online marketing, the traditional advert in your local area publication is still a powerful marketing

So while a lot of energy is being dedicated to promoting online marketing and its merits, the traditional advert in your local area publication is still a powerful way to reach your potential customers.

events-classes-courses-north dublinCafe Time is a weekly free publication,, circulated through cafes, delis, takeaways, gyms, workplaces, train stations etc. (over 120 locations) in North County Dublin. It features interesting articles, quiz, jokes and local ‘what’s happening’ listings. it is quick to read and captures the attention of people while they are waiting for food, train, appointment etc. We are offering a SPECIAL PRICE on a monthly ad  (once per month) for only €25 per month plus Vat. Interested? Call Bernie on 849 4036.

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