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

The Works - - COMMUNITIES -

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.

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