With the retail frenzy of Black Friday and the festive season fast approaching, Caxton Local Media Group and SPARK Media are gearing up for an influx of newspaper insertion demand, as more and more advertisers recognise the power of inserts as a powerful marketing tool.
Local newspapers are the preferred medium for retailers and businesses to bring their marketing communication to consumers. Newspaper inserts are a particularly important part of local advertising, offering consumers a complete brand-in-the-hand, with the convenience of a multitude of trusted product offers available at a glance.
As a premier sales tool, local newspaper inserts are easily accessible by a relevant audience and are designed to be picked up repeatedly, securing its place as an essential part of the multimedia marketing mix. 2016 Roots research found that 62% of South Africa’s purchase decision makers read local community newspapers, of which 93% read advertising inserts regardless of whether they are looking for something in particular or not.
“The month end week at Caxton’s Johannesburg plant regularly exceeds 20-million inserts for the local papers alone. The last week of November 2016 was the busiest inserting week to date at our Johannesburg factory, in fact, the single largest publication had 34 individual inserts with a total product weight of a 100 tons. During that single week, 26.5-million inserts were inserted into 53 local newspapers,” says Jaco Koekemoer, Managing Director of Caxton Local Media and Coldset Printing at Caxton Group.
“Caxton’s 10 printing plants are best equipped to handle this type of operation in South Africa. As a one-stop printing and publishing provider, we’re able to offer highly affordable, discounted insert rates with an effective distribution method where consumers expect to find your leaflet inside their local newspaper,” says Koekemoer.