I advertise with UK newspapers and magazines that have a good readership in Ireland. Do I need to up-weight with local Irish media?
Many UK newspapers and magazines do have a good readership throughout Ireland [See Imported ABC]. However few offer an Irish advertising ‘opt-out’. UK press titles are not monitored by the JNRR so it is impossible to determine the actual size of readership. A common error made is to assume that the creative treatment that works in UK press will be equally successful in Ireland. On many occasions copy is simply lifted from the UK and placed with Irish press without even the simplest of changes such as the reply address or telephone number. A good tip is to ask your Irish office/agent how they feel about your advertising message appearing in a UK title.
