Beacon Dodsworth understands that geography is fundamental to regional and local press planning. The impact generated from targeted localised press advertising is highly effective offering creative and cross-platform solutions that cannot be replicated in the national press or other channels.
Trinity Mirror plc's regional newspaper division, the industry’s largest player and the publisher of over 240 regional papers chose Beacon Dodsworth to map the changing geographies of media catchments and the target markets of advertising clients.
As well as providing sophisticated mapping and analysis, the BD software also integrates various datasets including the P2 people classification, LCF (the government Living Cost and Food survey) and DVLA (quarterly census of all vehicles) data allowing Trinity to build up a comprehensive view of not only readership penetration within an area but also a classification of readers attitudes, lifestyles and spending patterns.
Knowing what newspapers a client’s target market reads, where they shop, what car they drive, their attitudes towards various media and their spending habits on products as varied as baked goods, menswear, home improvements and financial services enables the regional newspaper division to present their publications as the best fit for a client’s integrated marketing campaigns. This fosters a culture of trust and brand loyalty for the publisher’s advertisers and engages the local community in a two-way dialogue with Trinity Mirror plc's regional newspaper division.
Trak Julyan, Head of Insight for Trinity praised the system stating:
"At Trinity Mirror we have used Beacon Dodsworth’s Prospex system for a number of years. Their customer service is second to none; always willing to help us investigate innovative ways of interrogating our data and moving our business forward.
We recently collaborated with our colleagues in Digital Analytics and were able to assign P2 profiles to our web users, allowing us to gain a much deeper understanding of our readers across each of our 70+ sites than was possible using the standard analytical products currently available in the market."
For more information on the work we do with the media industry click here.
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