There is some big news for the small newspapers. According to MediaPost, a study completed by the Reynolds Journalism Institute’s Center for Advanced Social Research and the University of Missouri’s School of Journalism on behalf of the National Newspaper Association found that local newspapers draw a comparatively large and loyal audience.
The study concluded that 74% of the respondents, ages 18 and over, read local newspapers at least once a week, with 48% reading once a week and 11% reading them every day. This result is more notable because 86% of the newspapers in question are weeklies and are only distributed once per week.
Advertisers can take some valuable consumer insight from the study. The majority of respondents who read local newspapers skewed older, more educated, and lived within the community longer. The study surveyed 500 adults living in areas served by newspapers with less than a 15,000 circulation. In addition, 92% of readers paid for his/her paper (67% subscribe and 33% buying it by issue).
Respondents disclosed his/her motivations for reading the local newspapers: 83.2% do so primarily as a source for news; although, 69.2% agreed that the newspapers contain valuable local information for shopping and advertising. Time spent reading is an average of 39 minutes a week. As an advertiser, if your target audience matches older, educated, and long-time residents, you might want your ad to be part of those 39 minutes. Strategically, buying this type of media could be very beneficial.
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