A recent study by News Media Canada concluded that local newspapers are very well trusted and are frequently read by Canadians. The study collected 2401 online surveys from 1130 printed or digital community newspaper readers. The surveyed audience included 50% men and 50% women; 50% are from age 18-34, 40% are from age 35-64, and 10% are 65 or older. 31% come from the West region, 39% from Ontario, 23% from Quebec and 7% from the Atlantic region.
Data reveal 9 out of 10 Canadians (88%) read a newspaper either via print, desktop/laptop, phone or tablet. While many do reach out to the convenience of technology to get their news, 6 out of 10 adults continue to read print editions. Community newspapers are the preferred source of local news and information according to readers. When it comes to local news, 27% prefer community newspapers, 13% like daily newspapers, 14% watch television, 10% read on social media, 8% listen on the radio.
Canadians not only seek community newspapers for local news coverage, but for the flyers and inserts as well, making them very engaged and profitable consumers. Exposure doesn’t always equal to influence and statistics in this study have shown that while social media advertising is effective in exposing brands and businesses, community newspaper ads generate actual sales. People generally use social media for communication and photo sharing while they look for specific products and businesses in newspapers.
The bottom line is readers trust local newspapers the most, and with trust, influence is optimized.
