The "Loving Local" research

This 2011 study looks how local newspapers and their websites play an important role in informing the community and driving action in advertising.

A major UK-wide project headed by the Newspper Society UK, the Loving Local research looks at the importance of local community and the associated context of media channels. It provides clear and actionable insights on the unique and powerful role of local media.

The research demonstrates that Britons have become increasingly connected to their lo¬cal community in light of the recession, change in government and the proliferation of social media. It found that local media (defined as local newspapers and their websites) plays a critical role in the cohesion of communities.

Key findings

  • People continue to spend their time and money locally. 80% of people spend at least half their time within five miles of their home and 76% of people spend at least half their money within five miles of their home.
  • Local media remains the most trusted.
  • Local media is most relevant for reinforcing a sense of pride in community of respondents (73%)
  • Local media is most relevant for knowing about products and services offered by companies in the community (67%).
  • Nearly two-thirds of us act on the advertising in local media (60%).
  • 64% like to see national brands advertising in their local paper.


Voxpops

To support their research, the Newspaper Society conducted street interviews in four UK locations, talking to people about the role of local media in their lives.

Download the full research presentation below.

Source: Newspaper Society UK - Loving Local - June 2011.

June 2011


Newspaper Society: Loving Local (1m, Acrobat (.pdf) format)