Alongside the value of translating content, a recurring query for in-region planning is the selection of localised publications. “Who do you work with in France?”

Let’s be clear – there is always a value in using such publishers. They can perform a key role in an integrated media campaign, particularly when looking to drive advocacy. However, it is not the only way.

The leading names in tech publishing have extensive reach and are frequently global, and perhaps have an even greater reach in region than a native publisher. And unsurprisingly, the likes of Bloomberg, Foundry and Wider have some sway and repute outside of English-speaking markets.

Regardless, simply going by name is not truly localising. Opting for an audience first strategy where the reach and affinity of the audience are the selection criteria is key to driving performance.

For example, research conducted into media preferences across IT Decision Makers in France and Germany shows that local tech resources are indeed popular. However, in Germany some of the aforementioned tech news behemoths with headquarters in the US over index (source: Telmar). So in this example, a balanced global vs in-region placement strategy would actually be the most relevant and tailored to the German audience, rather than sticking to a local publisher list.

In my day-to-day role I create detailed persona profiles on behalf of clients for key decision makers and influencers across multiple countries. This insight shows fascinating differences in the format of media consumed, frequency of social channel usage, and preferred publications, to help define what an audience first strategy looks like.