Finweek English Edition - - INSIGHTS -

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.

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