The Works - - CONTENTS -

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%).

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