Tips and Guides about Local Advertising Singapore

Reach is the wrong number for a shop

A hair salon in Hougang that reaches two hundred thousand people across the island has wasted almost all of it. The people who will actually come through the door live within a fifteen-minute walk or one bus stop away, and there are perhaps six thousand of them. Buying by postal district looks like a smaller campaign on paper, and it is, but the number that matters is not impressions. It is the count of people for whom your address is convenient, and paying to reach anyone else is a donation.

What local readers actually open

Our most-read stories are not dramatic. They are the reopening date of a wet market, a change to a bus service, a school registration deadline, a coffee shop changing hands after thirty years. These pieces get read to the end because the reader has to act on them. An advertisement next to a story someone is reading carefully performs differently from one next to a story being skimmed, which is why we sell placement by estate and not by page view.