The Newspaper Works urges consumers to rely on local newspapers in Think Local campaign
‘Think Local,’ a new advertising campaign by The Newspaper Works has been released with the aim to promote the strength of regional news media as trusted and engaging sources of local news.
The campaign was developed based on findings by Research Now’s ‘Think Local-Regional News Report,’ which revealed that 77% of respondents found regional newspapers the most valuable source of local community, business and service information.
The report, commissioned by The Newspaper Works also found that amongst the 1440 respondents, 54% ranked regional newspapers their most trusted source of information, ahead of television, radio and online search.
Regional newspapers were also viewed as the most engaging source of information, with readers almost 1.5 times more likely to find the paper engaging than television, radio and hand out flyers.
Mark Hollands, CEO of The Newspaper Works, said: “Regional news media reaches four million residents in regional Australia* and the sector has a unique and valuable role in communities.
“This campaign seeks to confirm the influential role of regional news media to both readers and advertisers.”
Supported by foundation members News Corp Australia, Fairfax Media, APN News & Media and Seven West Media, the campaign hopes to reinforce the trusting relationship communities have with their local newspaper as well as provide a business advertising environment.
The campaign will run across regional newspapers nationally, targeting local business owners through a series of print ads focused on specific towns and geographic areas with the headline: ‘Newspapers are the #1 source of local information’.
*Source: emma (Enhanced Media Metrics Australia), 12 months to January 2016.
Zoe Samios
Nice! A long-copy print ad talking about statistics. A great demonstration of what decade their clients are stuck in
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“Newspapers are the #1 source of local information.”
You cannot even describe that statement as ‘avin a laff’. This is having a ‘roaring belly ache, so loud and deep that it creates an earthquake. Wow just WOW!
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My Local paper (by Fairfax) has been cut from twice weekly (Tuesday and Thursday) to once weekly (Wednesday). It has more ads, and way less content. Plus they changed the layout, fonts and colours – it’s not the same paper and I don’t often waste time with it.
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@ Rational Observer – Maybe you should actually read the story, if you have ever lived in a ‘regional’ area of Australia the local rag rules the when informing of local issues. There are still some areas of the world where digital delivery isn’t the holy grail.
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Rational Observer is clearly a poor reader.
And not even half as funny as he’d like to think he is.
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@Robbo. ‘She’ thank you very much.
I wasn’t trying to be funny at all? I was calling out total bs.
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Stuart, you make an extremely important observation. Having moved to a regional area it is basically the local rag, regional TV (still highly syndicated news with a local bulletin tagged but local ads which are great is you are after drench or sheep dip), some specialty magazines if you’re lucky, and some signage.
When you Google a local business more often than not the ‘listing’ is via an aggregator, and the listing is years old. Dialling the number provided is a hope in vain.
So, it’s back to the local rag and you get the correct information straight away. Pity that they don’t home deliver down dirt roads though!
So Rational Observer, I suggest you broaden your scope of vision beyond what I suspect is the inner suburbs of the CBD, and remember a third of Aussies don’t live in the capital cities for starters.
Newspaper Works 1 – Rational Observer 0.
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Local news papers are in many cases not just the #1 source of local info in regional areas – but the ONLY source. Where do you suppose the residents of Mudgee go to find out the results of local sports or council meetings or crime reports or to see what the specials are in the local IGA? Facebook ?
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