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


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