LMW Calls On Government To Use Power of Local Media

Government media planners were told about the power of local media in print and digital to deliver real results for Government ad campaigns in a presentation by Local Media Works at Number 10 Downing Street.

Justin Fenton, head of marketing for Local Media Works, presented to head of PM priority campaigns, research and insight at Prime Minister’s Office and Cabinet Office communications Claire Pimm and her team this week.

Justin told 20 delegates at the session about the power of local media as a medium for national advertisers and urged Government to work more closely with local news brands.

The session this week was held following Claire’s keynote speech at the Local Media Works Awards at which she said the Government wanted to “build upon” its existing partnership with the sector because highly trusted context “is more important than ever before.”

Local news brands are incredibly powerful and engaging context for government and national advertisers to appear in, Justin said, as well as being a safe environment for brands, free from risks of blind programmatic use which can see advertisers appear next to inappropriate content. 

By using Local Media Works services such as Featurelink, and backed up by the JICREG audience measurement currency, future collaborations between Government and the local media industry could be facilitated to make sure people in local communities fully engage with campaigns, Justin added.

During group discussion, delegates agreed that local newspapers and websites do not just report what’s going on in the area but actively engage with the social and economic issues that matter to their readers.