The effectiveness of regional press advertising in driving sales comes down to the simple fact that people tend to do most of their spending close to where they live. And, when making purchasing decisions, they refer to local source.

Since businesses are able to target advertising so effectively using local newspapers, readers know that this is where to go for information that they can act on. This brings the regional press closer to the point of sale than any other media, and as people often turn to their local newspaper when they are in the market to buy, the regional press is very effective at converting awareness of a product into a sale.

●	Local Press is the conversion medium.
●	Local newspapers have a specific, unique and powerful position in converting consumers along the buying process towards purchase.
●	Research shows that local press readers who are ‘in the market’ to make a purchase, actively seek information in the local press and are at the same time more alert to advertising messages. Advertising in local press delivers high levels of awareness and awareness growth. The medium effectively delivers the message to its mass audience.
●	Importantly, as well as message delivery, local press ads can be shown to have the desired effect on consumers, significantly increasing brand health measures such as familiarity and consideration, which ultimately drive consumers to purchase.
●	The most successful individual ads employ structures which exploit the local press reader relationship and share a number of elements in common, including; Necessary purchase, directional and product information. Clear headlines and propositions. Colour. Product images. Regularity of appearance. Source; The Conversion Study, TNS