In an age where we’re bombarded by adverts on every screen, there’s something refreshingly real about a local magazine landing on your doormat.
It’s not shouting for your attention like a pop-up ad. It’s not tracking your clicks or guessing your interests. It’s just there—reliable, familiar, and created with your community in mind. That’s the quiet power of local.
Why trust matters
People buy from businesses they know, like and trust. But in the digital world, trust is harder to come by. Online, you never quite know who’s behind the advert. Is it a scam? A paid influencer? An AI-generated brand?
In contrast, when you see a local business in your community magazine, it feels more genuine—because it is.
A YouGov survey of over 2,000 UK adults found that 74% trust the news and information in their local newspaper, while only 22% trust content on social media platforms. That’s a gap of more than threefold—showing just how much more dependable local print is, compared to the noise online.
So, when your ad appears in a community magazine, it doesn’t just reach people—it lands in a place they already believe in.
Rooted in the community
Community magazines are generally created by people who live and work in the same area as their readers. This is certainly true of Handy Magazine, which is independently owned and run by a local resident who lives in Costessey. That connection creates a level of authenticity that large national platforms simply can’t replicate.
And when you advertise in one of these magazines, your business becomes part of that trusted landscape. You’re not just another advert—you’re the dog groomer in Costessey, the coffee shop in Hellesdon, the local handyman who lives two streets over.
Seen in the right places
Unlike online ads that fight for attention in a sea of distractions, local magazine adverts are often read in a quiet moment—on the sofa with a cuppa, or over breakfast at the kitchen table. They stick around longer too. Many households keep a local mag for weeks, sometimes months. And in print, your business isn’t competing with dancing reels or noisy video ads—you’ve got space to breathe.
Supporting local = building local
Advertising in your community magazine doesn’t just help your business. It helps keep the magazine going, too—supporting a platform that shares local stories, promotes neighbourhood events, and keeps people informed.
It’s a virtuous circle:
- Residents trust the magazine
- Businesses advertise in it
- The magazine thrives
- The community stays connected
Familiarity builds loyalty
The more your business appears in the local mag, the more familiar it becomes. And with familiarity comes trust. According to Marketreach, direct mail is 35% more memorable compared to social media campaigns.
That means readers are far more likely to remember your business when they’ve seen it in a printed magazine than when they scroll past it online.
And over time, that recognition turns into loyalty.
While digital channels can spread your message wide, local magazines help you build a loyal base right where it matters most—your own community.
Local still leads the way
Trust is hard to earn and easy to lose. That’s why local matters more than ever. In a fast, noisy world, your community magazine is a quiet, steady presence—and advertising in it sends a powerful message:
“We’re local, we’re here, and you can trust us.”
If you’re thinking about placing an ad or becoming part of our local community, there’s no better time to start. Your future customers are already flicking through the pages. Get in touch today.