Swansea media’s new marketing mix
By Andy Pearson
I’ve just shared coffee with South Wales Evening Post advertising exec Dawn Thomas.
She had some interesting things to say about forthcoming promo opportunities in the Swansea Bay area.
Those who fancy knowing more should give me a shout.
Opportunities included
Local Pages
Format A5 glossy directory
Key audiences Anyone living in or visiting Swansea
Shelf life Feb-Dec 2011
Distribution 10,000 – for pick-up in heavy footfall locations eg hotels, restaurants, cafes
Advertising guide price Back Page £300, Full Page £200, Quarter Page £80, Eighth of Page £50
Comments Good – These are well read & kept around the house. The back page offer is very tempting. Bad – advertising likely to have a cluttered feel ie there’ll be a lot of it.
Wedding Planner
Format A4 glossy magazine
Key audiences Brides & grooms to be
Shelf life Feb-July 2011
Distribution 2,000 sold @ £1 on news stands
Advertising guide price Full page £340
Comments Good – direct hit on a niche audience; good design ethic. Bad – small circulation.
Move or Improve
Format A4 glossy magazine
Key audiences Householders looking to improve; home buyers
Shelf life March-Aug
Distribution 10,000 – for pick-up in heavy footfall locations eg hotels, restaurants, cafes
Advertising guide price Full page £275.
Comments Good – niche audience. Bad – cluttered market.
Royal Wedding Specials
Format Tabloid newspapers – one is a preview in the Post, the other is a wrap around the Post a day after the wedding.
Key audiences Post readers
Shelf life One day – but with keepsake value
Distribution 40,000 – Swansea, Neath Port Talbot, Carmarthenshire; sold at news stands
Advertising guide price £250 per 4cm-deep strip across width of page
Comments Good – the editions will be browsed & a good few retained. Bad – the wedding’s going to have media overkill with the potential of reader fatigue.
Coping With Bereavement
Format A5 glossy – done tastefully, I’m told
Key audiences Old couples, families with ageing relatives
Shelf life Out soon
Distribution 10,000 – for pick-up in heavy footfall locations eg surgeries, health centres, dentists
Advertising guide price Back page £300, Full Page £200.
Comments Good – the back page offer is very tempting, niche market; bad – no track record, gloomy – will it be picked up?
Pride Awards
Format Evening Post event with in-paper publicity – theme: applause for ‘community heroes’
Key audiences All Post readers
Shelf life Several days in March
Distribution Swansea, Neath Port Talbot, Carmarthenshire
Advertising guide price Category sponsorship £1.5k – will come down to £1k. Includes table for 10 at event, Quarter Page ad in tabloid supplement and Half Page advertorial, award presentation & photo in Post. Categories available incl Ambassador, Bravery, Lifetime Achievement
Comments Good – Well considered grassroots event, high-profile on night; Bad – dubious B2B value.
Extended Reach Offer
Format Advertising – new offer
Key audiences All Evening Post readers
Shelf life One week
Distribution 40,000 per night
Advertising guide price £450 for a 10×3 ad over six consecutive nights
Comments Good – significant discount on normal prices, blitz coverage would work well for key event, chance to hit all Post readers; Bad – unlikely to work if used in isolation ie must be part of planned campaign.
Tags: PR, pr marketing, South Wales Evening Post
