Domino's ignores local papers
Domino’s Pizza opens in Uckfield today (Monday) but there were no adverts in the local papers last week.
Twenty, thirty years ago, the opening of a new branch of a national chain in a local town’s high street would have been cause for rejoicing by papers’ advertisement managers, writes Paul Watson.
Such outlets would normally advertise heavily, even if only for a short time, and would pay top dollar.
I well remember Littlewoods opening a store in a town where I worked. There was a big paid-for spread in the paper – in colour, which was quite a novelty in those days.
Of course, Domino’s are not opening in Uckfield without spending money on advertising.
Our house received an addressed (but not named) envelope containing a flyer and the company certainly had a good presence in Uckfield High Street on Saturday.
Youngsters were along the length of the road holding placards announcing the opening with a special deal. You couldn’t fail to notice as you walked or drove through town.
If after doing your shopping you went home and watched ITV that evening you probably became well aware of Domino’s as the sponsors of the final of Britain’s Got Talent.
The way Domino’s Pizza has chosen to advertise its arrival in Uckfield is another indication of the bitter fight traditional newspapers have to keep advertising.
As I’ve said before, the recession has hit revenues while at the same time businesses have more and more openings to spend their money in a targeted way.
Once it would be a given that a firm such as Domino’s would be in the local press – now – at least last weekend – there was nothing.
Other firms are likely to notice. They might ask: “If it is not good enough for Domino’s, is it good enough for me.”
The hard times are far from over for the local paper.
Update on Sunday, June 13, 2010:
This week's edition of the Uckfield Leader had a four-page wrap-round to advertise Domino's.
It was interesting to note that the Leader maintained its 20-page regular size, despite the addition of the wrap-round.
There was no advertising for the Uckfield Domino's in the town's two paid-for newspapers, the Courier and the Express.
The pizza company continues to place youngsters along the High Street who hold posters advertising the company's opening special offer.
See also:
Uckfield coffee shop plans changes
Uckfield firm builds new headquarters in town
(Added to site Monday, June 7th, 2010)
