a cross-platform medium local newsbrands, in print and online, are the uk’s most popular medium,...

A cross-platform medium

• Local newsbrands, in print and online, are the UK’s most popular medium, reaching 37.5 million (73%) of the population a week

Source: JICREG (Jan-Dec 2013)

Focus on…..print

A

BC1ABC

1C2

D

E

Read by various backgrounds…

48% of the total ABC1 population reads a local newspaper

Source: GB TGI Q3 2014

Did you know:

Local newspapers reach more 15-24 year-olds than commercial radio

Source: GB TGI Q3 2014

Read by a variety of ages…

Did you know:

65+

55-64

45-54

35-44

25-34

15-24

51%40

%

55%

52%

47% 37

%

66% 54

%

56%52

%

78%

32%

59%

43%

64%

37%

70%

60%

82%38

%

64% 50

%

36%

20%

90-100%

80-90%

70-80%

60-70%

50-60%

40-50%

65% of regular newspaper readers read a local newspaper

Source: GB TGI Q3 2014

Read across the country….

Did you know:

29% (7.2m) are heavy local newspaper readers (7.1+ hours)

70%

65%

58%

58%

Read everyday

4-5 times a week

3-4 times a week

Once a week

Source: GB TGI Q3 2014

Read on a daily basis…

Did you know:

Readers are loyal

would not change the local newspaper they readrely on local newspapers to keep them informed

believe local newspapers cover local news

Source: GB TGI Q3 2014

81%10m

readers

59%

Profile: decision makers read local

60%of local readers are chief income earners

of local readers believe adverts help them make decisions

local readers believe advertising helps them chose what they buy4million

Source: GB TGI Q3 2014

48% of all main shoppers read a local newspaperDid you know:

67%

Advertising in local

Local newspaper readers pay attention to adverts

of local newspaper readers notice ads in newspapers/magazines

million5.7

57%

Source: GB TGI Q3 2014

Look for a bargain in local first

Advertising in local

“Local newspaper ads often alert me

to new products and services”

12m

Source: GB TGI Q3 2014

Newsbrands online

million

regularly visit local newsbrands websites

…. have downloaded a local newspaper app for their device

6.1m

Source: GB TGI Q3 2014

1

Deal hunters – Looking for a bargain in local

look for food and drink promotions

look for toiletries

look for household products

look for multi-buy offers (food + drink)

91%

70%

85%

87%

Source: GB TGI Q3 2014

Independent YouGov research finds marketers would be better investing in local than in social media

Source: YouGov (2013), Sample: 2,000

of people in local communities trust local media

10%

67%

of 55+ year-olds trust Facebook for finding out what’s happening in

their local community

Readers are more than twice as likely to act on ads in local media than

ads on TV and social media.

Local media is nearly four times more trusted to

provide relevant information about the local area than commercial TV and radio.

Local media – in print and online – is the

most effective combination for

driving consumer action.

Source: Newspaper Society, Consumer Catalyst (2014)

Local newsbrands – A catalyst for consumers