Community newspapers are holding their own against larger national papers, according to research by market research company, Roy Morgan.
According to the research, over six million people in Sydney, Melbourne, Brisbane, Adelaide and Perth read their community newspaper in an average week.
The research also shows that 70% of news readers include at least one community newspaper in their eclectic newspaper mix, with one in five now only reading their community newspaper.
“With all the recent debate over declining newsprint readership, it’s vital to remember two things: print newspapers remain an effective avenue for many types of communication, whether editorial journalism or commercial advertising; community newspapers continue to reach the majority of capital city residents overall—and 70% of newspaper readers,” Michele Levine, CEO of Roy Morgan Research, said.
“There is obviously a strong correlation between the two newspaper categories, local and metro. Readers of one sort are naturally more inclined to be readers of the other, so there is a great deal of crossover.”