Who said print was dead?

Northern Media client MJ Backhouse recently reported record call figures from their Print Media campaigns for the month of May. Over 1,000 calls were received, an increase of over 200% compared to May last year.

Whilst the dry warm weather has certainly increased demand for pest control services, in particular bee and wasp problems, clearly customers are turning to directories to source a supplier.

Under Northern Media’s management, MJ Backhouse advertise in a number of publications, including Yellow Pages, Thomson Directory, BT Directory and Selby & Goole Direct. Collectively these publications still deliver over 50% of the companies inbound leads.

Commenting on the performance of the advertising, MJ Backhouse partner Darren Backhouse added, “May has been a brilliant month for us, the phone has not stopped ringing for bee and wasp enquiries. The Yellow Pages in particular has always been a great source of leads for us and whilst the sceptics think everyone is using the internet, clearly this is not the case in our industry. Northern Media play a key role in getting the most out of our print media budget. Not only have they put together some great designs, but they work hard to buy our advertising at the lowest possible rates”

Commenting on the performance of the campaign, Northern Media sales director Jonathan Scott added, “I must admit the figures even surprised us a little. We have been anticipating a downward trend in performance from print media advertising, but it still hasn’t happened in this sector. I think what is happening is that as more of their competitors have pulled out of directory advertising, MJ Backhouse are receiving a greater share of voice. That coupled with an increase in demand, has driven huge growth in call traffic figures”

In addition to undertaking the media buying, Northern Media also put together the advertising strategy, implement the campaigns, design the adverts, supply call tracking numbers and provide call tracking reports every month.

If you would like to discuss print media advertising in more detail Northern Media can provide the complete solution, including advert design and call tracking. For more information call us on 01924 367105.

Written by Anthony Bowyer

Senior Account Manager

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