I have just had a wonderful but also salutary experience this last weekend.
I spent three days in the Isle of Lewis in the Outer Hebrides. It’s a huge wilderness, about 600,000 acres and a population of less than 19,000.
The upside - it’s a beautiful wilderness. We were within 25 feet of a pair of golden eagles, beaches that would not disgrace the Caribbean, red deer, salmon, and no traffic.
No road traffic and not much digital traffic either. Hours of no phone signal, and broadband only in the hotel. An iphone is pretty useless here.
This is a community that’s pretty dependent on direct channels. The vehicles we saw most frequently were the Royal Mail and other parcel delivery services. But the media channels that drive the sales are analogue and not digital. Local press, TV, local magazines, local radio, and above all Royal Mail are all far more important parts of the media mix than digital here.
This was a useful reminder that sometimes some of the biggest users of direct services may still be in pockets that require an analogue answer and not purely a digital media solution.
Localism is a theme I shall return to …
Mike Colling, Managing Director
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