Results from the research, which cost 拢250,000 to produce, are set to show the medium as effective for building brand awareness, as well as increasing familiarity among brands and consumers' consideration to buy.
Included in the report are the findings that nine out of 10 campaigns in the local press work and that awareness of local press advertising for the brands in the study increased by an average of 10 percentage points.
Where brands advertised in the regional press alongside at least one other medium, the study showed that consumers' awareness was 9% higher as a result of local press advertising.
The Conversion Study was conducted by Millward Brown and tracked multimedia campaigns for 26 brands in four regions in the UK, and involved 9,000 face-to-face interviews.
The Newspaper Society claims the study is the biggest piece of research commissioned into how effective regional press advertising is. The research has already won an award, before it has been published. The study was this week named Advertising Effectiveness Research of the Year by the World Association of Newspapers.
The report will be made online today at the Newspaper Society's website at newspapersoc.org.uk.
The study will reveal new findings into the impact that local press advertising has on sales and how it can work for companies targeting consumers who are in the market to buy. The study looks at what difference the use of colour, volume and frequency make to the success of campaigns and identifies common factors that make local newspaper advertising campaigns work harder for brands.
The study is being backed by advertising in the marketing and media trade press, supported by direct mail and online activity.
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