Local businesses
One town or region, not a whole country — radio, print, out-of-home and a local newsroom's own web ad spots, and real listings scoped to a single market.
Which channels usually fit
A local business is buying reach into one place, not a demographic spread across a country, so the channels that fit are the ones still sold by geography: a station, a paper, a board, a newsroom — not a platform's national auction.
Radio
A single station or a small network covering one metro — still sold as a spot on a schedule, the way it always was.
A local paper's page or insert, reaching a readership defined by where the paper is delivered, not who it is targeted at.
OOH
A board, a transit panel or a local screen — bought for one location, not a national campaign.
Web
A local newsroom's own site sells display and sponsored ad spots the same way a national one does; the difference is the audience is the town, not the country.
How you'll actually buy
Mostly a sales team: a call, a media kit, sometimes an insertion order, and often a stated lead time before anything runs. A handful of radio and out-of-home networks run a self-serve console, but they are the exception here, not the rule — check the listing's buying method before assuming either way.
What you'll be asked for
Which market, specifically
A local seller's listing states its scope and country — check that it actually covers your town before a call, not after.
Lead time
Local inventory is often booked ahead of a print or broadcast schedule. Where a seller states a lead time, it is on the listing's terms.
Format-specific creative
A print insert, a radio script and a billboard panel each have their own size or duration limits — ask for the spec sheet before you produce anything.
What to check first on a listing
Scope and country
"Local" plus the actual country or region it covers — a listing with neither stated is not one to assume covers you.
The buying method
Whether there is a sales team to call or a self-serve console — most local ad spots here go through the former.
The ad spots on offer
What is actually for sale — a spot count, a page position, a board location — read off the seller's own page, not assumed from the channel.
Sellers scoped to one town or region
Sellers whose scope is recorded as Local on the channels above, ordered by audience, biggest tracked first. Most of these price on request rather than publish a number — the badge shows a rate only where one has actually been read.
Questions
Can I buy just my city or region, not the whole country?
Yes — that is what a Local scope on a listing means. A national seller with a metro edition is a different listing from its parent; check the scope stated before assuming a big name covers only you.
Is local advertising self-serve?
Mostly not. Most local ad spots on radio, print and out-of-home here go through a sales team — a call, a media kit, sometimes an insertion order. A few networks run their own console; the listing's buying method says which.
What if my town is not covered?
The directory only lists what a crawl has actually read from a seller's own pages, so smaller markets are covered unevenly. A channel guide — for radio, print or out-of-home — is the place to check what is tracked before assuming there is nothing.