Definitely if you live in Brighton, and probably wherever you live you might have noticed the recent proliferation of ‘local local’ magazines. When I say local local – micro local could be a better term, but it’s not as fun - I mean local magazines within an even more local area of what you or I might think of as local.
Local local magazine Peacehaven Directory
Mention the terms local newspaper, local magazine or local radio station for Brighton and you might think of The Argus, Latest Homes, and Juice FM. These are media which cover all of the Brighton and Hove area or beyond. But these new local local magazines just cover a specific area of Brighton such as Kemp Town, Seven Dials, Preston Park and so on. Here are a few examples:
The Post covering Westdene, Tongdean, Withdean and Patcham
Preston Pages covers the Preston Park area
7 Directory for the Seven Dials area
Peacehaven Directory for Peacehaven and Telscombe Cliffs
Hanover Directory for Hanover
The Kemptown Rag for Kemp Town
Most of the magazines are monthly and have a distribution of 5000 to 10,000 households including local shops and business.
So why are they so great?
Well unlike your typical magazine it’s not the editorial content or look of the magazine that keeps readers interested. Yes there are some quirky stories and the odd recipe for malt loaf. And maybe some community news and events. But still I don’t think that’s why they are growing. Rarely for magazines these days – it’s actually the advertising that readers find useful. From local plumbers to organic delis to food delivery services. All the products advertised are local to the reader and therefore very relevant! These days most people understand the importance and value of supporting local business, and even more so at a local local level. Local local magazines provide great directories for their readers to do just this.
So everyone’s happy except for maybe the editors. As Joan from the Preston Pages says, ‘we are trying to help small businesses…but not sure if working for poverty wages is the right way to do that!’. One way to ensure that this useful and relevant media survives is to support it. ADMAN definitely recommends clients to advertise.
Bud
February 10, 2012 at 1:23 pm
There’s no doubt that that these publications are invaluable to local businesses and readers alike because they are focused so specifically on a relatively homogenous geographical community.
I think, however, that you understate the importance of the non-advertising content in attracting a high readership level. The quality of the production of several of the publications you mention is extremely high, as is that of the articles, features, artwork, photos, layout and other features.
In addition, the online versions of the magazines serve as examples of what can be done to integrate advertising and content of the hard copy magazines with the equally important worldwide web.
One thing is certain, those small businesses who do not investigate what local magazines have to offer are missing out on opportunities for new business in difficult times.