Online and magazine advertising is most popular for small- and medium-sized enterprises in the UK, according to the Advertising Association's latest Ad Pays research. Two-thirds of SMEs advertise online, while 42% said they advertise in magazines. Direct mail (37%), regional newsbrands (37%) and sponsorship (30%) also proved popular.
Advertising as a whole is also becoming more popular with SMEs, with nearly all media registering an increase in use between 2013 and 2017. Only direct mail saw a drop while TV remained stable at 5%. This may come as no surprise, as direct mail adspend has contracted continuously...