ed in the advertising and promotions section in local newspapers – which ranked fourth in terms of topics that people are most interested in. Ask Afrika’s De Beer points out that after the community updates are digested, readers then actively seek out good deals in these publications.
“Readers also regard adverts i n l ocal newspapers as very inf luential, particularly when t hey relate to grocery shopping (more so than in-store or television advertising),” she explains. “Up to 85% of readers actively work with inserts, by reading them, keeping them for future reference or taking them with on their shopping missions.” COCOONING This tendency is closely related to what De Beer highlights as the social t r e nd of ‘ c o c o on i ng’, meaning that consumers have an aff inity for that which is closely related to their daily lives.
“This t r end i s now taking shape in both print and broadcast media,” says De Beer. “Specific/community radio has always been stronger than regional radio, and print is following this trend. There is a huge and often missed opportunity here for marketers.”
So for those of you turning up your noses at anything print-related, you have been warned . . .
“We know from our research that the bulk of readers (97%) intend to continue reading their local newspapers in the future,” adds De Beer.