B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • NRL
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • Agency Scorecards
  • Pinterest
  • AFL
  • Anthony Albanese
  • AI
  • Spotlight on Sponsors
  • The Growth Distillery
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: The Newspaper Works Launches Ad Campaign To Promote Strength of Regional News Media
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > The Newspaper Works Launches Ad Campaign To Promote Strength of Regional News Media
Media

The Newspaper Works Launches Ad Campaign To Promote Strength of Regional News Media

Rochelle Burbury
Published on: 11th April 2016 at 10:06 AM
Rochelle Burbury
Share
4 Min Read
SHARE

The Newspaper Works today launched an advertising campaign to promote the strength of regional news media, following a report that found the sector has almost twice the trust of television and radio.

More than half of the report’s respondents considered regional newspapers and their websites as a trusted source of information.

The national campaign, targeting local business owners, features a series of print ads tailored to individual towns and geographic areas with the headline “Newspapers are the #1 source of local information.”

The campaign will run in regional newspapers, supported by The Newspaper Works foundation members News Corp Australia, Fairfax Media, APN News & Media and Seven West Media.

Findings from the Think Local – Regional News Media Report, released last month, form the basis of the new campaign, which aims to reinforce the close and trusting relationship communities have with their local newspaper that also provides an effective advertising environment for businesses.

The report was commissioned by The Newspaper Works and conducted by Research Now among 1,440 respondents to better understand the roles news media plays in readers’ lives, and to compare this with how readers use other media.

“Regional news media reaches four million residents in regional Australia* and the sector has a unique and valuable role in communities. Readers have an intimate relationship with their local paper that creates a highly effective advertising environment. This campaign seeks to confirm the influential role of regional news media to both readers and advertisers,” The Newspaper Works CEO Mark Hollands said.

“Readers overwhelmingly turn to their local newspaper to stay informed about issues affecting their area, events in their region and to get practical, relevant information.”

The report also found that 54 per cent of people ranked regional newspapers as their most trusted source of information, followed by television at 29 per cent, radio at 27 per cent and online search at 18 per cent.

Regional newspapers were also the most engaging source of information, with readers 1.4 times more likely to find their regional newspaper more engaging than TV, 1.6 times that of radio and 2.9 that of letterbox dropped catalogues and flyers.

When it comes to providing information about their local communities and how to find businesses and services in their area, regional newspapers outperformed every other media at 77 per cent. This compares with just 30 per cent for radio, 24 per cent for catalogues/flyers and 22 per cent for television. In addition, regional newspapers ranked Number One for influencing shopping and buying behaviour at 37 per cent.

Regional news media readers are more likely to be high income earners, with one in three earning $80,000 or more per annum, making newspapers a source of high-value customers.

The Nielsen Global Trust in Advertising Report, released last September, found that newspapers were also the most trusted medium for ads.

* Source: emma (Enhanced Media Metrics Australia), 12 months to January 2016.
Think Local – News Media Research Report, was commissioned by The Newspaper Works and conducted by Research Now. The study was conducted online from 26 November to 14 December 2015, and collected data from 1,440 newspaper readers.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: facebook pages, Radio Ratings
Share
Rochelle Burbury
By Rochelle Burbury
Follow:
Rochelle Burbury is an award-winning journalist and editor with over 25 years of experience in media and communications.  She is the former Marketing & Media Editor for B&T as well as the Australian Financial Review, The Australian, and The Sydney Morning Herald, and Consulting Editor for AdNews. In 2023, she won B&T's Best of the Best in PR and in 2024 featured in the B&T Women in Media Power List. Rochelle’s extensive experience makes her a valuable contributor to B&T.

Latest News

Mindshare & Kaimera Drive Off With MG Media Account After Incumbents Decline To Re-Pitch
18/07/2025
Jake Stringer flying up above his old club.
TV Ratings (17/07/2025): Jake Stringer Puts On A Show Against His Old Side
18/07/2025
Fever Tree Global Creative Account Goes To Pitch
18/07/2025
Where Did The Bookies Go? Rugby League 26 Launches Without Gambling Sponsors
18/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?