Sense of identity
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.