Health and wellness advertisers face real challenges: tighter ad policies, climbing costs, and an audience wary of paid media. Gyms, spas, wellness centers—even major health brands—ask where they can find reliable, measurable results for their budgets.
Local news outlets offer something different. These platforms create a setting that people trust, especially when it comes to health topics. When you advertise through local journalism, you meet health-focused readers who are already looking for information, and you do it in a reputable and proven space.
Local News Gives Health Brands an Edge
Health brands that advertise through local news platforms reach readers tuned in to health topics and expect accuracy. As unreliable claims and stricter digital ad rules make social media more unpredictable, local news is a safer space to tell your story.
Working with McClatchy gives health advertisers built-in, advanced targeting options and a loyal reader base. Brands get the advantage of a respected news environment and access to an audience that already expects high-quality health content.
Are Health Ads Seen as More Trustworthy in Local News?
Readers are careful about what they believe. That’s especially true for health claims. Social platforms are crowded, and trust can be hard to earn. A misplaced ad can do real damage to your brand’s reputation.
Running your campaign next to respected journalism helps build credibility. McClatchy connects you with over 30 local newsrooms, each known for dependable health coverage. That trust rubs off—ads in these settings tend to be received with more confidence and care.
How Does Local News Help Brands Avoid Social Media Challenges?
Targeting has gotten harder on social media. Many platforms have rolled back the options that health brands used to rely on. Connecting with the right audience isn’t as straightforward as it used to be.
Local news groups like McClatchy rely on first-party data—information from subscribers, newsletter readers, and site visitors—to shape ad campaigns. This makes it possible to connect with readers based on their interests, like recent reads on wellness, fitness, or health updates. It’s accurate, privacy-focused, and lets you zero in on the people most likely to care.
Does Switching to Local News Improve Costs and Results?
Many health brands get better returns from local news than social media, especially when they use a blend of search, display, and email campaigns that speak directly to their target audience.
Take the case of a medical spa: after four times the ad investment, revenue jumped by 20% in just one year. Another campaign generated more than 14,000 leads for a healthcare client. Connecting ad spend to results is easy—calls, bookings, and appointment requests are trackable and direct.
What’s the Value of Combining Print and Digital Ads?
Local campaigns that combine print and digital ads help health brands reach wider audiences:
- Print ads increase awareness and name recognition across a community. People remember seeing your message in a trusted paper.
- Digital ads are action-driven—making it easy for potential customers to sign up, visit your site, or book a service.
Blending print and digital works well for growing your brand and keeping in touch with loyal customers. McClatchy offers flexible plans that work with a variety of budgets and goals.
Local News Advertising Delivers Trust and Results for Health Brands
As social ad performance declines, local news outlets are a practical alternative for health and wellness advertising. Campaigns run among trusted reporting reach people who care about health and value trustworthy sources. With measurable results and strong reporting, it’s easier to see how your money works for you.
