Community newspapers connect metro dwellers in to their local area and the national and local businesses that serve it
Community newspapers are much more than paper and ink. They pull communities together, connecting residents around social issues, local politics, school standards and sports.
According to emma data, twothirds (66%) of readers in major metro areas use these titles as their main source of local information, including news and details of local businesses and service providers.
The Newspaper Works’ Local Newspaper Report finds community newspapers consistently out- score other local advertising media in terms of driving consumer Call to Action.
Some 62 per cent of readers have visited a store or business because of advertising in their local newspaper. That’s 27 points more than those who acted on a catalogue or flyer (35%).
emma data highlights the importance of community newspapers. Three in five (60%) readers say they would miss their local newspaper if it weren’t available, and two in three (68%) believe they will continue to be important in the future.
For advertisers, these titles offer a stronger Call to Action than other local media because readers are engaged and receptive to the content. Their ads in this environment create the strongest reader positivity (58%) – that’s three times more than the next highest-scoring medium, letterbox flyers (18%).