emma finds household incomes of regional newspaper readers are comparable to those of readers of national and metropolitan newspapers ($75k vs. $80k per annum). Big brands investing outside the city limits for new growth and profits can reach an affluent audience via regional newspapers.
Illustrating this point, emma finds 44 per cent of all prospective car buyers live outside the five major cities, which is in line with the population split. They also intend to spend on average the same as any city buyer ($28,000). The style of car they are most likely to purchase is not a ute or truck but a medium sized car, just like city-dwellers.
Audiences are highly engaged with their regional newspaper, and The Newspaper Works research data shows readers feel more positive about a store or business that advertises in their