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LiN Media consists of eight newspaper titles with a combined footprint covering Limpopo. It has now undoubtedly become the largest umbrella organization for independent community newspapers in South Africa, particularly in Limpopo.
The main reason for the formation of LiN Media (a registered company) was to provide an alternative and more cost effective marketing option in the province.
LiN Media functions at the heart of communities in the province offering fresh media coverage to readers in the economically viable urban and rural areas of Limpopo.
ICN (Independent Community Newspaper) advertising is a true grass roots advertising medium.
ICN advertising is able to create and draw huge audiences at a fraction of the cost of other media. Compared to
television and radio advertising on a cost-per-thousand basis, it is clear that ICN advertising offers the greatest value for money.
ICN advertising is able to reach demographic groups difficult to target through other media. This statement is particularly valid when considering the lower LSM and rural areas.
ICN advertising has the ability to Obtain additional exposure for the campaign through word of mouth,
as well as through publicity in other media channels.
ICN advertising has the ability to Obtain additional exposure for the campaign through word of mouth, as well as through publicity in other media channels.
ICN advertising provides extremely high frequency exposure, as well as a semi-permanent high impact presence especially where brand awareness is in the beginning stage.
ICN advertising is capable of strengthening consumer' perceptions of a brand. Constant exposure to ICN advertising, which communicates a brand that the consumer is aware of and has engaged with previously, enhances the image and perception of the brand.
The nature of ICN advertising facilitates physical presence in the community. This can be integrally important to certain types of creative strategies, particularly for those with a community appeal, or those needing to generate a direct consumer relationship over time. This semi-permanent presence allows a brand to earn a place in the minds of the consumer, offering a constant reminder that the brand is available and on sale.
ICN advertising implies advertising from the people to the people due to the intense identification of audiences with their local newspaper — communities regard local newspapers as their own/exclusive property.