Community News Media Outperforms Other Channels As Source Of Information: Report
Community news media outperforms every other channel when it comes to providing readers with information about their local communities, businesses and new products and services, a new report (i) into the sector has found.
Community newspapers and their websites attract more than 4.9 million readers (ii) each month and two in five residents in metropolitan areas read their community paper every week.
The ‘Think Local – Community News Media Report’ commissioned by The Newspaper Works and following its report into regional news media, found that readers ranked community news media as their #1 source of information on local businesses, their #1 source of information about new products and services and the most influential media for their shopping/buying decisions. The results do not represent non-readers.
More readers are introduced to new products and services by their community news brand than any other advertising platform, with 49 per cent of people turning to their local news brand first, ahead of television at 36 per cent and catalogues/flyers at 35 per cent.
The report found that community newspapers are 3.5 times more effective at informing readers about local businesses and services than catalogues, five times more effective than online search engines and 10 times more effective than social media.
The large amount of local content provides a rich source of information that other media cannot deliver. Community papers are the main source of local news for 54 per cent of respondents, compared with 17 per cent for television and six per cent for radio.
“Community news media is the most pervasive and comprehensive media for putting readers in touch with local affairs and businesses. They play a distinctive and important role in readers’ lives, as a trusted and influential source of information and also to help them make local shopping decisions,” The Newspaper Works CEO Mark Hollands said.
“Our research found that readers rely heavily on community news brands – in print and digital – for information about their local area, and community news media plays a highly effective role for advertisers’ local area marketing.”
Ads in community news media also encourage people to make a purchase, with more than a third (36 per cent) saying that they influence their shopping/buying behaviour and 54 per cent saying that ads in local papers prompt them to look for more information online. In addition, readers are more than four times more likely to make a note of information in a community newspaper ad than they are from a TV or radio ad.
When used in combination with metropolitan news media advertising, there is a powerful effectiveness multiplier for large brands targeting local communities, with three in four readers supporting national businesses that are part of the local community.
Sources:
i) Methodology: The Newspaper Works commissioned Research Now to understand the roles local news media play in readers’ lives, and to compare this with how readers use other media. The study was conducted online from 26 November to 14 December 2015, and collected data from 1,440 respondents. This report – part 2 in the series – presents key findings on why community newspapers are such an effective media for helping advertisers build brands in Australia. Part 1 covers regional news media.
ii) emma (Enhanced Media Metrics Australia), 12 months to February 2016.
Latest News
Tealium Appoints Aaron Senden To Lead Growth Across New Zealand
Enterprise sales veteran joins the Tealium leadership team
Does TikTok Really Make Sense For Microsoft?
In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]
QMS Sport Rebrands As Media Tech
Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]
TV Market Ad Revenue Dives As It Records $3.4B In FY19-20, Down 13.7%
TV ad revenues plummet 13.7%. Still, it could be worse, they could be in the airline business or flogging cruises.
Times Are A Changin’: Now Is The Time For A Marketing Rethink
This headline does pay a nod to the 1964 Bob Dylan song. Which, admittedly, is far better than nodding to Shannon Noll.
Roger Federer Surprises Two Girls In Rooftop Tennis Match In Absolute Thriller From Barilla
If you didn't already love Roger, you'll adore him after this. Unless you find tennis a bore & have no idea who he is.
Publicis Executive Tom Goodwin Exits Following Controversial COVID Tweet
Tom Goodwin's exit is further confirmation why mixing a second bottle of vino & social media make for ill-bedfellows.
Impact Releases Tactical Guide For Optimising Revenue From Partnership Automation Programmes
Did you wake up today thinking "I need a tactical guide for optimising revenue"? Let your premonition come true here.
Design Studio Nightjar Launches Publisher Platform For Sneaker Freaker
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Former Haystac Head Of Strategy Launches PR Toolkit For Small Businesses
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
China Moves To Block Microsoft’s Acquisition Of TikTok
Forget the 5G network, is TikTok spreading the coronavirus? Yes, that's a baseless conspiracy theory B&T just concocted.
Aussie Journalist Jonathan Swan Goes Viral Following Truly Chaotic Donald Trump Interview
Aussie journo's Trump interview becomes instant viral hit, displacing dancing cats & man hit in balls with baseball bat.
Study Finds Kids Are Eating Mac & Cheese For Breakfast, So Kraft Rebrands It As A Brekkie Food
There's no finer breakfast than leftover pizza, so despite B&T's pithy hand-wringing here, we've really got no right to.
PubMatic And LiveRamp Combine Forces For Cookieless Solution
Despite B&T's image choice here, by "cookies" we mean the internet browser thing, not the tasty girl guide's version.
Tuesday TV Wrap: Anh’s Brush With Fame Series Return Paints A Pretty Picture For ABC
Lisa Wilkinson was the star on Anh last night & thankfully didn't shitcan Karl or mention that dreadful husband of hers.
Snapchat Debuts First-Ever B2B Marketing Campaign
Be the very first to see Snapchat's first-ever B2B campaign right here. Unless you already saw it on AdNews, that is.
Malcolm Turnbull & Janine Allis Elevate BIPOC Voices In Australia With New Series
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
Asics Australia Launches First Women’s Cricket Shoe
Female cricketers no longer forced to wear shoes constructed from sap & matted vine leaves following Asics launch.
Tourism Tropical North Queensland Appoints Marketing Manager
As this press photo reveals, being a Tropical North Queensland marketer doesn't require a hibiscus-print muumuu & lay.
Omnicom’s Resolution Digital Named As Google Honours Agency Of The Quarter
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
SCA Launches New Media Research & Insights Division
SCA launches new media research and insights division. Still wheeling out 'Run To Paradise', however.
Audi Pulls Ad, Apologises For Dangerous, “Phallic” Campaign
Proving the Germans are fallible comes this f@ck-up from Audi. Had Milli Vanilli and the zungenwurst not confirmed it.
Audiences Are Coming Back, Says Global Out Of Home Industry Leaders
"Audiences are back" declares global OOH leaders. Arguably that's not the case in Victoria, but definitely elsewhere.
Perth Agency Firefly Adds Six New Accounts & Launches New Media Arm
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]
Media33 Announces Two Senior Promotions
Sadly, B&T had to axe our "beard of the week" competition amid claims of sexism. Yet how appropriate would it be here?
Independent Brewer Wingman Cancels All Sales For A Month In Support Of Dry July
B&T always happy to lend support to an independent brewer such is our dependancy on their brewing.
AAP Sale Formalised, Confirms Name To Be Retained
AAP sale has been formalised amid reports one of the i's didn't get dotted and a t didn't get crossed.
Aussie Success Story Afterpay Unveils New Brand Identity
Afterpay unveils new brand identity it insists it didn't pinch from the Freemason's secret handshake.
Women in Media’s Doris Li: “Listen To Your Heart And Go For It, Then Settle For Extraordinary”
If this headline is anything to go by here, it'll be an entirely "new you" by the time you get through the rest of it.
Study: New Business Wins Still Resilient, But Creative Finding It Tougher Going Than Media
Always thought that media was a far cushier lark than hacking around in creative? Confirm your fears with this news.
