Community papers appeal to all ages
Even in big cities, our desire for connection remains strong. Weekly suburban newspapers provide a unique window on the local world
It’s human to want a sense of belonging – and Community newspapers are the perfect platform in which to reach city residents who are interested in the world immediately around them.
Even in the era of social media, which has created an incredible virtual network that allows readers to find others who have shared experience or interests, Community papers thrive because they foster an intimacy with their local area.
They appeal to all ages, according to analysis of the 4.9 million audience created by these titles. The largest concentration of readers is among 35-44 year olds, which over-indexes by 13 per cent compared to the population.
This partly relates to this demographic often having children, who are likely to be educated locally and play for nearby sports clubs. Those with children aged 5-12 over-index by 6 per cent on reading community newspapers, despite being time poor.
A substantial number of readers (1.3 million) are under 34, which com- pares surprisingly favourably with the demographic most associated with local papers – readers aged over 55 (1.5 million).
For marketers wanting to advertise a local offering, Community newspapers offer substantial audience sizes, regardless of the age group they are targeting.