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Drive call-to-action with community news media


  • Community newspapers #1 media for influencing purchase intention
  • One in two say community newspaper ads have prompted online search
  • Readers keep information to act on later

For ROI-minded marketers, community newspapers can be a valued acquisition channel, proven to convert prospects into buyers.

One in three readers say a community newspaper ad, in print or online, encouraged them to make a purchase.

The next most influential media are national/metro newspapers and television, which combine the impact of visual media with the benefits of high reach.

Social media plays a much smaller role, with only one in eight saying it influences their buying, marginally ahead of radio.


Newspaper ads boost online activity

Online marketing and print newspaper advertising complement each other. Newspapers drive online traffic, guiding consumers down the purchasing funnel.

Newspapers are more effective at driving search than other media.

One in two say a community newspaper ad has prompted them to go online for more information, followed by two in five for national and metro newspapers.

Television, radio and catalogues come next, with all three media more effective at driving search than online sources such as social media (16%) and websites with local information (13%).


Cut through the noise

Every day, shoppers are bombarded with marketing messages, making it difficult for them retain key product information. Community newspaper ads cut through the noise.

Consumers are more than four times more likely to make a note of information in a community newspaper ad than they are a TV or radio ad.

The next most effective media for prompting viewers to keep or copy information are national and metro newspapers, followed by catalogues.

Readers of print newspapers are more likely to keep information than readers of digital formats.

This demonstrates the power of print, which is easy to collect and refer to later. Television and radio are transient, making it more difficult for viewers and listeners to capture information.

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Local Area Marketing

Local newspapers enable national businesses to establish a local identity. When national businesses become part of the community, shoppers are more likely to use them.

  • 3 in 4 readers support national businesses that are part of the community.
  • 73% like having national businesses and stores in their neighbourhood.

Localised marketing supports national campaigns with ads tailored to engage consumers who commute, live, work or shop within a specific trading area.

By tapping into the close relationship readers have with community newspaper media, businesses can connect with local shoppers, increasing awareness, promoting special offers and driving sales.

Building relationships using community newspapers helps brands to be locally relevant, ensuring credibility and trust.

Community ads tick the marketing boxes

Newspaper ads outperform other media across a range of marketing KPIs, influencing shoppers, increasing online search and cutting through marketing clutter.

Which is why businesses looking to optimise campaign performance should incorporate newspaper advertising in their media plan.

Read Part 1 of Think Local: Community News Media report here.
Read Part 3 of Think Local: Community News Media report here.

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