Local newspaper readers prefer to use local trades and services.
Local newspapers offer advertisers a different kind of connection with consumers than other media.
Many media planners turn to TV when looking to reach the five-metro markets of Sydney, Melbourne, Brisbane, Adelaide and Perth, home to the majority of Australian consumers.
However, savvy planners look beyond television and add community newspapers to their plans. Free suburban newspapers are read by a large percentage of consumers in the cities, and provide a local connection television can’t match.
One in three consumers (36%) living in Australia’s major cities are non- or light- TV viewers.
Some 40 per cent of these consumers read their local community newspaper in the last four weeks, offering advertisers a viable route to customers potentially missed by TV advertising.
Metro-dwellers regularly engage with their local newspaper to stay up-to-date on local issues, activities and events, something mass-media platforms like TV just can’t do.