A cross-platform medium Local newsbrands, in print and online, are the UK’s most popular medium,...
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Transcript of 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