Local papers more popular as they stand up for local issues

IN A CHANGING media landscape, readers are connecting more deeply with regional newspapers than other media, industry research has found

A report released by Newspaper Works this week revealed readers were twice as likely to have enquired about a product or service because a newspaper an than one played on the local radio and almost twice as likely to have visited a store or business because of a paper ad versus television.

Regional papers were also twice as likely to stand up for local issues than the local television stations, making them twice as popular with readers than the local television station was with its audience.

Community or "free" papers fared even better.

The research suggested readers thought the content was almost twice as practical and three times as relevant as information provided on local radio stations.

Readers were almost three times as likely to visit a store or business because of an ad placed in a community paper and ten times more likely to respond to paper ads than outdoor advertising.

The majority of readers also believed they would be "worse off" without their local newspaper than the local television or radio station.

Topics:  media newspaper

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