Sense of iden­tity

The Works - - COMMUNITIES -

There are 9.8 mil­lion peo­ple liv­ing in Aus­tralia’s five ma­jor met­ro­pol­i­tan ar­eas, of whom 6.4 mil­lion re­side in Syd­ney and Mel­bourne. Each is a large and thriv­ing city with its own dis­tinct iden­tity and cit­i­zens ab­sorbed in global, na­tional and city-wide is­sues.

Nev­er­the­less, the fab­ric of their life is also deeply in­ter­twined with the sub­urb in which they live, so­cialise and spend a good chunk of their week­end.

Many iden­tify strongly with their lo­cal­ity and are loyal to it. Some 65 per cent of city-dwellers have lived in their home for five or more years, and 60 per cent say they like to know what is go­ing on in their com­mu­nity. Some 55 per cent pre­fer to use lo­cal trades and ser­vices and try to shop lo­cally (58%).

Lo­cal news­pa­pers – of­ten called Com­mu­nity news­pa­pers – pro­vide mar­keters with a tai­lored en­vi­ron­ment that fo­cuses on lo­cal is­sues, events, move­ments on the re­tail strip and nearby ser­vices. They make up a huge slice of the in­dus­try, reach­ing 4.9 mil­lion city read­ers.

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