New research conducted by BrandSpark International confirms the vital role local news sources play in community-building. The Community Newspaper Impact Report, conducted in partnership with Metroland Media, found that local community newspapers are the most trusted source of advertising among respondents (88%) ahead of all other channels, including radio (83%), TV (75%), the internet (56%) and social media (40%).
“There is unquestionably a lot of discussion around the role of newspapers in the modern era, and the future of newspapers as a medium,” said Mark Baltazar, Vice President and Partner at BrandSpark International. “But it’s clear from this research that the community news format – free newspapers and websites focused on hyperlocal news – plays a major role in people’s lives.”
The study also found that more Ontarians surveyed identified community newspapers as the most involved entity in their community – ahead of service clubs, churches and schools.
“Community newspapers, whether in print or online, provide a unique service in Ontario, offering community-level news and information that consumers can’t find anywhere else,” explained Michelle Digulla, Vice-President of Marketing at Metroland Media. “Not only is that leading to high levels of trust and engagement, but it’s motivating our readers to take action based on what they see in our properties.”
In fact, 77% of the community newspaper readers surveyed agreed that the content of those papers drove them to take action – either visiting a store, buying something, telling someone about a “great deal or product” or going to a website to learn more.
Further, the report found
75% of Ontarians surveyed believe their community newspaper or local news website connects them to their community
Printed flyers and promotional materials are used by 81% of respondents to get local shopping information, ahead of store websites (71%) and emails from stores or companies (68%)
More than 7 in 10 (71%) Ontarians surveyed indicated that their community newspaper has a positive impact on their local community.
The Community Newspaper Impact Report is the second phase of a major research study undertaken by BrandSpark and Metroland. The first wave of results were published in the Community Newspaper Readership Report in February 2016 and included the following findings:
73% of Ontarians surveyed read at least one of the last four issues of their Metroland Media community newspaper
The typical issue is read twice (2.22 times), and kept in the house for an average of almost 4 days (3.65 days)
A Metroland community newspaper is most commonly read by two adults in every household
An average of 22 minutes is spent reading every issue of the community newspaper and any enclosed flyers
More than 13,000 adults within Metroland’s circulation footprint across Ontario were surveyed online and by phone for the study, which was conducted from November 24, 2015 to January 31, 2016. The study focused on readership for the more than 100 local websites and community newspapers (including flyers) published across Ontario by Metroland Media, such as the Brampton Guardian and the Mississauga News. The margin of error is +/- 0.85%.
About Metroland Media
Metroland Media Group Ltd. is a dynamic media company with a long and proud history of creating community connections across Ontario. From its award-winning print publications, some of which date back more than a century, to a steady flow of new digital products, Metroland is intensely focused on leadership in local media. Through a combination of marketing solutions, including print, direct marketing, digital and consumer shows, Metroland Media connects tens of thousands of businesses with consumers in their communities. As a trusted Canadian media company, Metroland is uniquely positioned to help advertisers of all sizes reach local audiences in innovative and engaging ways.
About BrandSpark International
BrandSpark International is a leading brand, marketing and product innovation research company. With deep expertise in consumer packaged goods (CPG), BrandSpark understands the insights and content that brands need to launch and support new products. BrandSpark has developed leading consumer-voted awards programs that help Canadian shoppers make smarter choices every day: Best New Product Awards (www.CanadianLiving.com/BNPA) and BrandSpark Most Trusted Awards (www.BrandSparkMostTrusted.com). CPG brands are also leveraging BrandSpark’s new shopper engagement platform, Shopper Army, to generate new product reviews, certified claims, and the key insights needed to support products in market. For more information, visit www.BrandSpark.com.
Information was made available by The Brampton Guardian- proud sponsors of BREB