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Much like social media’s ability to target by interest, community newspapers capture readers each week due to their focus.
Local newspapers provide in-depth review of news happening within the community that is relevant to readers. Not only are these newspapers informative, but their readers are looking forward to receiving and reading these community-based newspapers.
Here are a few facts to think about when considering community newspapers:
• Readers will pass this paper on to at least 2 people
• Readers spend almost 40 minutes with the content of community newspapers
• Expect a long shelf life
• Best read sections contains: local sports, shopping ads and educational & business issues impacting the community
• Readers of community newspapers prefer to get their news via the newspaper than online
• Ethnic groups who have been hardest hit by the downturn in the economy are reading newspapers to aid in their job search. These newspapers are inclusive of: in-language (Hispanic, African-American targeted, etc.)
As a small business owner, it is important to not discount an advertising vehicle just because it appears that the reach of the vehicle may be small.
Depending on your target, the community newspaper could be a good fit to capture buyers of your product. Since community newspapers tend to have a lower out-of-pocket expense, one can purchase with more frequency and gain exposure against a given target.
Remember this—as a whole, newspapers tend to skew older. However, some newspapers do skew younger based on their content and distribution area. Small business owners should be sure to keep the consumer’s behavior at top of mind when making marketing/advertising decisions.Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and soon to be published author of “Elements of Buying: A How To Advertising Reference Guide for Business Owners.” Adele was recently listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising.
