Community newspaper readers are reading and spending more

Readers of local newspapers are highly engaged with their locality and their papers. LANCE CLATWORTHY explores how they are also an attractive target for advertisers offering local trades and services.

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Loving the local paper and using the local services

Community newspaper readers are highly engaged with their locality with 85 per cent of them saying they like to know what’s going on in their community; that’s +6 per cent more than the average Australian. And 77 per cent say that they prefer to use local trades and services.

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4 key targets for advertisers

Advertisers can reach 2.2m readers who have used Health and Beauty services in the last 4 weeks – that’s 58 per cent of all readers of Community newspapers.*2

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Lots of them

Compared to the average Australian (aged 14+), Community newspaper readers are more likely to be users of local trades and services. Across each of our 4 key user groups, this represents an efficiency for the advertiser, with readers 16 per cent more likely to be using Cleaning and Ironing services, for example.*1

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Heavy newspaper readers

Advertisers also get extra value from the fact that Community newspaper readers are more likely to be highly engaged – they’re more likely to be heavy readers of newspapers. Whereas 36 per cent of newspaper readers are heavy newspaper readers, we see heavy reading among 45 per cent of the Community newspaper readers who use House and Garden services – that represents an over indexing by 26 per cent. Indeed, each of our 4 key user segments read newspapers more than the average newspaper reader.*3

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Spending big $$$

When it comes to local services,  they’re bigger spenders too. For example, looking at spend on Household services, compared to the average Australian, Community newspaper readers who use Cleaning and Ironing services are 22 per cent more likely to be in the top 20 per cent of spenders.

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Health and Beauty services

With 2.2m users of Health and Beauty services, 4 out of 5 listed states display a positive skew – Compared to the average Australian, Community newspaper readers are more likely to be users.

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Cleaning and Ironing services

3 out of 5 states index strongly on reach to the target audience. Most of all, with 396k users of Cleaning and Ironing services, NSW looks the most attractive for advertisers – Compared to the average Australian, readers are 25 per cent more likely to be users of these services.

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Motor Vehicle services

Community newspaper readers index strongly in 3 out of 5 displayed states. Most of all, with 135k users of Motor Vehicle services, QLD looks the most attractive for advertisers – Compared to the average Australian, readers are 17 per cent more likely to be users of these services.

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House and Garden services

Community newspaper readers index strongly across all 5 displayed states. Most of all, with 97k users of House and Garden services, WA looks the most attractive for advertisers – Compared to the average Australian, readers are 20 per cent more likely to be users of these services.

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More of them, they’re reading more and spending more

Community newspapers offer an attractive opportunity for those advertising trades and services. Compared to the average Australian, these readers are more likely to have used local trades and services in the last 4 weeks. But there’s not only more of them than we might expect given the average, they’re also more likely to be in the top 20% of spenders in the category. In other words, advertisers are more likely to reach the target and the reader is more likely to be a premium big spender.

Furthermore, Community newspapers offer quality communication given that they are loved by their readers – they are often readers who are interested in their suburb and engaged by their newspapers.

Community papers also provide extra value in that readers are more likely to be heavy readers of newspapers – this again increases the chance of communicating the brand message or call to action.

Community newspapers offer scale, engagement and targeting for advertisers across a range of household and personal service ads.

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