Going Local Down in Acapulco

It’s easy to understand the allure of pan-regional titles for media planners and marketing directors. The Reuters, Bloombergs and Economists of this world offer a safe option for international advertisers with a well-known ‘English-first’ brand at the centre. Their account teams can create seamless campaigns for brands big and small, across multiple markets, with one creative (and therefore one production cost), and a simplified booking and invoicing process.

But is this enough to tip the balance in their favour over local media powerhouses? Is the easiest option always the best one? Are pan-regional brands still the safe choice once you step outside English-speaking markets? Personally, I think there’s a better way to speak to your target audience…

Language has got to be one of the main factors in deciding which titles should be included on any European media plan. Admittedly us English are not known for our prowess in other languages, but it shouldn’t come as a surprise that almost all Europeans prefer to consume media in their native language. Taking Germany as an example, 81% of people surveyed in 2019 said they exclusively consume German-language media, which makes perfect sense when you factor in that only a tiny proportion of Germans (2-3%) consider themselves ‘business-fluent’ in English[1]. By restricting your campaign to English-language titles across Europe, you may be limiting your potential audience more than you think!

Another aspect to consider is reach. Although pan-regional brands may cite huge global numbers on their media kits, they are no match for the leading local news brands. The European edition of a well-known financial title currently has a print circulation of 24,400[2], and it’s impossible to get an accurate figure for the breakdown by country as the numbers are simply too small. In contrast, our local market equivalents Handelsblatt (Germany) and Les Echos (France) have print circulations of 120,000 and 130,000 respectively, as well as tens of millions of unique users online, which dwarfs even the largest pan-regional. If you’re not already convinced, our Italian publisher, Manzoni, reaches 73% of the Italian population each week and Vocento news frequently surpasses 40M monthly impacts in the Spanish market – in other words, an absolute dream for brand awareness campaigns[3].

A final element to mention is brand trust. In this post-pandemic world, where marketing budgets are being scrutinised more than ever before, trust in the chosen media brands is of the upmost importance. Spoiler alert: local media brands perform very well in this regard. In Belgium, 74% of people agree that content from Belgian media, created by real local journalists is a key factor in their choice of media (i.e. – they want to consume media from a source they trust)[4]. This is echoed in Germany, where our titles Handelsblatt, Wirzschaftswoche and Zeit are routinely awarded the accolade of being ‘Germany’s Most Trusted Media’. Are you convinced yet that it pays to go local?

Europe is not one thing. Each country is rich with its own cultural codes and quirks. The very best advertising campaigns use this fact to their advantage, playing on the shared cultural heritage of countries and communities, speaking to local people in the way they understand best. So, next time you’re planning a campaign, don’t forget your friendly local neighbourhood publishers!

[1]LAE 2019 + www.deutschland.de

[2] Abc.org.uk

[3] Abcm.fr + IVW.eu

[4] NP Touchpoint Efficiency – Jan 2020