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Are influencer fatigue and distrust signalling a comeback for traditional advertising?
lowvelder.co.za - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from lowvelder.co.za Daily Mail and Mail on Sunday newspapers.
Advertising models to reset in the new attention economy
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FREE WEBINAR | No attention! No impact! Cause, consequence and course correction
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Local newspapers show strength in Covid crisis
People want to know about whatâs happening in their communities and advertisers are starting to take note. 00:04
Local papers now make up 79% of newspapers distributed in the country. Image: Shutterstock
Local newspapers are unusual in the media landscape in that many consumers specifically read them for the advertising as well as the content.
Whereas advertising in broadsheets, magazines and on TV and radio is tolerated by consumers, readers in contrast specifically look for the deals on offer in local newspapers.
Robyn Bishop, head of marketing at Spark Media, says the idea that community newspapers exist to provide information on local deals is so ingrained that itâs not unusual for consumers to phone up the paper to ask why they did not receive a supplement from a particular retailer.