The Works - - NEWS -

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.

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