Local newspapers reach desirable segments of the market better than any other print media Caxton’s free local newspapers are delivered door-to-door in carefully selected geographically defined areas, where decision-makers with economic power live and shop. Read by 65% of the urban South African decision-makers, local newspaper audiences are sizable and desirable. (Roots 2019) Consistent unparalleled reach Because of their unique content and mostly free distribution system, the reach of local newspapers has been stable over the last decade when other print types have declined. Local newspapers now provide nearly 3.7 times the reach of their daily counterparts and almost 4 times the reach of all weekly or weekend newspapers combined. 65% Local Papers 18% Daily Papers 17% Weekly/Weekend Papers Decisions range from groceries to computers and insurance An unfortunate misconception is that local newspaper readers are preoccupied compiling only their grocery lists. Data drawn from Roots 2019 shows that across a wide range of categories and market segments, local newspapers fare way above their print competitors: COMPUTERS AND ACCESSORIES, INTERNET USERS 68% 36% AUTOMOTIVE, TRAVEL 71% 34% % % Any Local Newspapers Any Daily/Weekly/Weekend Papers % Print Readership by Category BANKING AND FINANCE, INSURANCE 69% 34% DIY, PAINT 74% 37% Not everyone is moving online exclusively The elephant in the room is digital migration. Amongst marketers and media decisionmakers, the perception that everyone is moving online and away from print. In part, this is because many of them are digital and tech enthusiasts personally, and they bring with them the biases of their own experiences, which do not correspond with the habits of the broader population. The acceleration of ecommerce, during the pandemic, has been the subject of much overblown discussion. According to a joint Euromonitor and Google project, it is predicted that even in developed markets, online purchases will only account for 22% share by 2024. Bricks and mortar will continue to take the lion’s share. 65% 28% FOOD, GROCERIES Local newspapers carry advertising relevant to everyone in the home renovators may want to gr DIY insert or the motor enthusias may want the automotive section and the pet care section of the paper would appeal to the dog lovers whilst the kids, grab the toys catalogues. Bridgette Manamela, Business Unit Head at Spark Media looks at how local newspapers reach various categories of shoppers, appealing to many sought-after market segments. 65% 28% SHOES AND CLOTHING APPLIANCES, AUDIOVISUAL, FURNITURE 66% 30% GARDEN, PETS 77% 39% Digitally savvy young shoppers use local newspapers to plan their shopping. Its about the behaviour whilst consuming media A recent Newsworks study, Mental Availability in the Digital Age, suggests that online shopping offers a very limited version of convenience, and is beset by risk, choice overload and many unsatisfactory purchase experiences. Quality mass media play a key role in helping online shoppers by building associations that mitigate against these. (Newsworks is the marketing body for national newspapers in the UK.) It is no surprise that the outspoken Mark Ritson, awardwinning columnist and marketing professor, recently stated that: “Offline media will continue to play a crucial role in an increasingly digital world”. Advertisers and media decision-makers need to use the available evidence of how people currently behave and make decisions. Efficient media aims to reach as many possible customers within each targeted market segment and local newspapers do just that. 6 A Local Focus These digitally savvy young shoppers use local newspapers inserts more intentionally than online platforms to do their comparative shopping: Of the shoppers who watch streamed TV e.g.: Netflix, Showmax. 68% 54% looked online adverts or leaflets in papers Of the shoppers who have fibre/high speed internet at home 45% looked online 73% adverts or leaflets in papers Of the shoppers who are 16-34 years old. 37% looked online Of the shoppers who are avid social media users. 34% looked online 75% adverts or leaflets in papers 75% adverts or leaflets in papers DIY Pet Lovers Kid’s Toys Automotive
7 Publizr Home