Compass24 engages with the growing local title readership

Part of the reason for this is that local newspapers already do what the rest of the print industry is moving towards, they create content that fits into the mind-set of the reader ensuring a relevant read. This relevance to their audience is evident in the increasing readership numbers.

“Local newspapers provide personalised content celebrating local trust and tie into the principles of social capital. Global research trends show that more and more, people are supporting brands that invest in social capital. There is a social shift and brand messaging must be appeal to the individual. We are drawn to stuff that is personal and relevant to our lives,” says Sarina de Beer, MD of Ask Afrika.

Ask Afrika recently conducted Wave 3 of Compass24 research for Ads24 for 77 of Media24’s local newspaper titles. Over a four-year period, readership figures increased, and with the introduction of new local titles, total readership had gone up to about 6.2 million in 2015.

On top of that, 98% of readers interviewed in Wave 3 think that they will continue reading their local title. Since 2011, local newspapers have managed to successfully attract more young readers between 15-19 years-old. Local papers also attract a high proportion of consumers in the LSM 9-10 market segments. A 23% increase is reported in weekly readership, enabling local newspapers to compete with weekly publications.

“The top-line insights of Compass24 Wave 3 show that readership is robust and trust is the key advantage of local newspapers. Local readers are engaged readers and local papers provide information that is relevant and practical. They are the perfect platform to personalise and individualise brand messaging and calls to action. Editorial can maximise the relevance of the medium and cover issues close to the heart of readers,” says De Beer.

Wave 3 will soon be available on the Compass24 website and TELMAR, this research measures three things: Readership, Content Relevance and Appeal and Advertising Relevance. It provides insight into change, gives direction, highlights opportunities for advertisers and fosters engagement. The sample is representative with 33 000 interviews having been conducted between 2014 and 2015.

In addition, a core focus in the 2015 wave was understanding consumer behaviour in the following categories: Telecommunication, Health and Beauty, Recruitment and Tenders, Travel, Sport and Leisure. Key focal points in any local newspaper advertisement revolves around price and brand reputation.

“Consumer engagement is short and fragmented especially during radio and online consumption. Local newspapers can claim that the medium has the ability to capture the reader’s focused attention for a longer period, a sought after commodity by marketers. Local newspapers deliver content that is relevant and caters for topics that readers are interested in. This motivates readers to read almost the entire newspaper. Advertising specials and promotions are in the top five list of topics that readers are interested in,” says De Beer.

The vast majority of local title readers (78%) say it is important to support local shops in their community. Of national consumers 50% say that when looking for bargains in the shops, they will always look in their local newspaper (TGI 2014B/15A). If local consumers identify with adverts relating to a store around the corner, then it’s reasonable to assume value and potential revenue can be created by the presence of a national retail brand in a local community.

Local newspapers have a long-standing history of keeping readers up to date on local issues, representing the voice of the community. Readers trust them as the local authority, delivering relevant and factual news updates. This trust lifts local newspapers above other local advertising media in consumers’ eyes.

Local newspapers are the most successful local media in driving sales. The trusted relationship communities have with their local newspaper underpins this success. Advertisers need to look for every advantage they can find in creating connections with consumers because it’s a challenge to cut through the noise. Brands can use local newspapers to build their profile in a community.

More fascinating insights will soon be revealed in the launch of Ads24’s trade newspaper, The Beat Local Titles Community Edition, which will be hand delivered to select media agencies countrywide on Friday, 26 February.

For more information, visit adsman.co.za or www.compass24.co.za.