Consumers & local newspapers

Study shows higher levels of consumer engagement with their community and local newspapers.

A major Australian-wide study has revealed increased consumer engagement with communities and younger, more engaged readership profiles for local community newspapers.

The Engaging Communities research conducted by Leading Edge for News Community Media pointed to consumers across all age groups feeling a strong connection to their community, highlighting the relevance of the local newspaper.

This is reflected in strong levels of community newspaper readership with 8 out of 10 readers consuming all to most articles in their community paper.

Consumers trust their local paper

A key finding was that consumers trust their local paper and this extends from editorial to advertising with an overwhelming 96% of readers have taken action after reading an ad in their local paper.
The qualitative and quantitative study showed community newspapers are a trusted source for the majority of people, ranking fourth behind doctors, school teachers and next door neighbours, and ahead of banks, metro newspapers and local councils.

Local newspapers are relevant to the community

According to the research, 85% of people believe that "my local community is important to me" and more than three quarters said they liked to know what is going on in their local community.

While formal community involvement, such as Neighbourhood Watch, is very low, the study found an increase in informal involvement. Nine in 10 people say shopping in the local area is their way of being involved in their local community, and 88% say they always try to shop locally.

Local shopping is the main way that people are getting involved in their local community, not only for the convenience factor but also as a means of supporting local businesses and feeling a sense of belonging to the local community, the study found.

Other findings include:

  • 64% of people look forward to reading their local newspaper
  • Readers spend an average of 26 minutes reading the local newspaper
  • 87% agreed that their local newspaper will continue to be important into the future


Local paper readership is mostly young families

When it comes to the biggest group of readers, 37% fit the "Family Starter" profile - couples and singles aged between 30 and 49 years of age who may have young children.

This compares to 22% of those coined ‘Empty Nesters", that is those who are over 55 years of age, singles and couples, independent and  no children at home.

An equal amount (22%) of readers are young singles and couples aged 16-34 years and no children; or ‘Me-Timers' with 19% classified as Family Nesters - mid-life couples and singles who may have older children and teens still living at home.

The Engaging Communities study was conducted across the five main capital cities over five months in 2008. The respondents were randomly selected by The Leading Edge from within the distribution areas of News Community Media distribution areas, covering both readers and non-readers aged between 18 and 65.

To get the full version of the research paper, contact Clare Rankin on 9288 1265.

Source: Study highlights increased consumer engagement in communities and local community newspapers.