×‰?4×B!•×‘C’×˜š Í{ Í{ÍÀu×‰œ”×‰	Ú 7cassandra://OlETfV7HqpuRgoOz_Kqsw9uzNrEmKy5FFZ2fmMILrpgÎ 	õÍ`Í°Í×‰	Ú 7cassandra://BCXHf57bIVbOSBK4piGxus8qzdt7ogEtLsan8lWLaWAÍlüÍ`ÍSÍß×‰	Ú 7cassandra://brlSIw-iKrFTTgbdePIP3bBjgVgjTbLJZ3wWJP9xIGkÍ#ñÍ`ÌµÍ ×‰	Ú 7cassandra://63QdFoUxvxw_HWBvb_XeNDVUWatFWENUrDDBKGiLPIAÎ ä÷Í ÍèÍñ×`§¿<Dœh÷‹×˜š   Í{ÍÀu×ˆœ×   @I}  ×ˆE×`§¾<Dœh÷‹×‰EÚ	¼A LOCAL
FOCUS
The scoreboard does not lie
A
Local Focus is a Caxton Local
Papers and SPARK Media initiative
to focus business decision-makers
attention on the local newspaper
market, which has remained
resilient through the testing times of the
pandemic. In the last quarter of 2020, an
average of 4,885,614 local newspapers were
distributed regularly.
Local papers now constitute the
lionâ€™s share of newspapers
distributed in South Africa:
79%. Their health and ongoing
relevance indisputably
counter the dominant
doom-laden narrative about
the demise of newspapers
frequently bandied about
media agencies and
marketing departments.
â€œ
Both the latest and the historic
trend data, released by the
Audit Bureau of Circulations of
South Africa (ABC), are testimony
to the unique position that local newspapers
have in the media landscape. Their distinctive
distribution model and special role in the lives
of household decision-makers gave them
advantages when the COVID-19 crisis struck,
curbing mobility, creating fear of contact and
hurting pockets. A combination of their close
understanding of their communitiesâ€™ needs and
agility allowed local newspapers to innovate
during lockdown.
Local papers
now constitute
the lionâ€™s share
of newspapers
distributed in
South Africa: 79%
As South Africa works towards recovery, it
is clear that businesses cannot afford
wasted marketing investment. Kantarâ€™s
Business Compass shows that
marketing, trade marketing, media
and research budget cuts across
the board were more frequent and
deeper in South Africa than the
global benchmark. It shows that
businesses recognise the need to
change or be changed.
Businesses are reviewing how
best to communicate with their
consumers and how to optimise their
media budgets; it is time to destroy
myths and dispense with faddish tendencies
in media decision-making and ensure that
effective campaigns are delivered during
this time of rebuilding. The following articles
provide the business decision-maker with the
insights and information to understand the
valuable role that local news brands play in
consumersâ€™ lives and on effective
media schedules.
What is the ABC?
The ABC is a not-for profit
independent industry body.
Its main objective is to provide
and certify accurate and
comparable circulation figures
across a range of media.
It provides measured certainty to
the process of buying and selling
of advertising.
1.3 Million
Daily, Weekly
4.8 Million
Local Newspapers
Weekend papers
â€œ
×‰	Ú 7cassandra://brlSIw-iKrFTTgbdePIP3bBjgVgjTbLJZ3wWJP9xIGkÍ#ñÍ`ÌµÍ ×`§¾<Dœh÷‹×`§¾<Dœh÷‹Í
öÍÀ×‘C‘×˜š   Í
öÍÀu×‰œ”×‰	Ú 7cassandra://s17HGW7OMQ4VaMJepGSwZYEXjPcOI3Fj7ZqKCyc0lLQÎ ÅêÍ`ÍÍ°×‰	Ú 7cassandra://8En-FfieSk7xoXwwDRuz1rGq0CoHJgghpFV1S4J9_ckÍá‰Í`Í§Íà×‰	Ú 7cassandra://lqIItXMd56EtB_H_3szeSjAo1kax_V45W3oM_DYF9GoÍH5Í`ÍjÍ ×‰	Ú 7cassandra://Sd-xcxrTLit_FcvI-lOIZbqK01xDBWOCrt9Ig6vpYgIÎ ãÍ Í	ÑÍñ×`§¿<Dœh÷‹×‰EÚcKaren Geurtse, who is head of
Caxton Local Media explores
the secrets of local success.
Readers rely on the locally
relevant content as a reflection
of their communities and enjoy
reading â€œnews they
can useâ€ in their everyday lives.
The Newspaper Market 2021
The Secrets of
Local Success
A
s humanity becomes more globally
connected, so every person also feels
the need to be a citizen of somewhere:
to feel solidarity with the person down
the road who might share the bonds of
language, culture, common experience and place.
Unique relevant hyper-local content
Local newspapers deliver relevant hyper-local
content that cannot be found anywhere else; they
provide news that people in each community
want to read. As Irma Green, National Group
Editor: Caxton Local Newspapers, puts
it: â€œCaxton local newspapers focus
on their core vision to inform and
entertain their local readership
and to play a watchdog role.
If you live and work in a
community you understand
the challenges, what makes
them tick and you have an
opportunity to build trusted
relationships. We publish
unique content, relevant to only
that community and we teach
our editors that people love to see
people they know, and themselves in
their local newspaper.â€
Whilst Green makes the point that local
newspapers often break stories which are
then picked up by national news outlets, she
also illustrates how they embrace the sense of
community they create.â€ To illustrate this, she says:
â€œparents â€¦ love school news and sport coverage
of their children. I have been with Caxton for 30
years and I have seen different generations of
families receiving publicity and they remain proud
of it.â€
â€œ
The key to remaining relevant is about focus:
target too broad an audience and it is easy to end
up not being relevant to anybody, as the dailies
and weeklies have found to their cost.
Renewed relevance during lockdown
During lockdown level 5, Green recounts how
the Caxton Local Newspapers delivered on their
pledge to be each communitiesâ€™ number one
source for ethical and unbiased reporting: they
monitored what readers were most worried
about and turned their questions into informative
2 A Local Focus
As humanity
becomes more
globally connected,
so every person
also feels the need
to be a citizen of
somewhere
stories and unpacked all the published regulations
and wrote understandable â€œnews-you-can-useâ€
articles. They provided even further support:
editors in the network of offices connected
families, who were left destitute and without food,
to service organisations and aid schemes.
A different business model: â€œfree subscriptionâ€
Nearly all local newspapers (97%) are based on
the â€œfree subscription modelâ€: they are delivered
for free directly to the readerâ€™s home and
contain editorial and advertising content that is
geographically relevant. The distribution
method is convenient for readers who
anticipate their weekly delivery.
Extensive research into
consumer behaviour
Some media decision-makers
regard free distribution with
caution. The major industry
players have sought to address
this concern through Audit
Bureau of Circulation verification
of distribution and research into
consumer behaviour. Caxton has a
long history of funding credible research
to prove the readership of local print titles
amongst purchase decision-makers and provide
consumer insights to advertisers. The ROOTS 2019
study is the latest release of the survey conducted
by Kantar amongst 27,553 purchase decisionmakers
in urban areas, showing 65% of local
papers are read every week.
Locals are the biggest sector of the
newspaper market
79%
Local Newspapers
21%
Daily/Weekend/
Weekly Newspapers
Total Circulation: 6,216,106
(Source: ABC Jan-Mar 2021)
Most locals are
delivered to the home
Home post box
For Sale
97%
Free Local
Newspapers
3%
Sold Local
Newspapers
Total Circulation: 4,885,614
(Source: ABC Jan-Mar 2021)
Spark Media leads
the local newspaper market
10%
11%
Why are they called Local Newspapers?
Whilst the term community newspapers
unquestionably defines their role most
accurately, the Media Development and
Diversity Agency Act 2002, required that
such publications, owned and distributed
by corporate media owners such as
Caxton not use the term. It was reserved
for not-for-profit community owned
and controlled media.
28%
49%
Spark Media
Ads 24
Capro
Cape
Community
Other 2%
Total Circulation: 4,885,614
(Source: ABC Jan-Mar 2021)
â€œ
×‰	Ú 7cassandra://lqIItXMd56EtB_H_3szeSjAo1kax_V45W3oM_DYF9GoÍH5Í`ÍjÍ ×`§¾<Dœh÷‹×‰EÚ”Caxton Delivers
In-Home
2
020 was the year that
in-home media really
came into its own. This
is not surprising, as data
published by vehicle
tracking company, Tracker, and data
analytics company, Lightstone
showed that vehicle
activity plummeted
by 75% nationally
immediately after
the implementation
of hard lockdown.
The often
overlooked inhome
medium
Contrary to
popular belief,
in-home media is
not restricted to digital,
radio and TV channels.
Caxton local newspapers have been
successfully getting into homes for
decades. They are often overlooked
by media planners and buyers,
because they are not asked about
in the broad currency surveys e.g.
AMPS, the Establishment Survey
or, more currently, the Publishers
Audience Measurement Survey, which
has become a de facto replacement
for the previous studies. There is a
good reason for that: the nature of
their distribution requires a different
sampling approach from that used
for broader media.
Caxtonâ€™s highly specialised
distribution model differentiates
them from their competitors
It starts with technology: a state -ofthe-
art AfriGIS mapping solution,
specially developed to accurately
determine the number of homes,
gated communities, institutions and
businesses in a specified area. This
determines the number of copies to
be delivered in each area and where
they need to be delivered, as well
â€œ
Currently over 120
local newspaper
titles with a print
order of 3 million
are published
weekly.
as providing an accurate measure
of bulk vs door-to door delivery
requirements.
Delivery routes are pre-determined
for each local newspaper title. In JHB
alone, a team of over 400 people
are dedicated to distributing
local newspapers; the teams
are truly entrenched in
the areas they service
and in touch with
changes taking
place. Supervisors
report changes and
developments on
a continuous basis
to senior staff, who
investigate whether
changes need to make
to the distribution
patterns.
Because local newspapers
are usually distributed freely, the
costs of publishing, printing and
distributing papers must be funded
by advertising. Caxton selects
communities to service on the basis
of economic viability and accessible
infrastructure. Currently over 120
local newspaper titles with a print
order of 3 million are published
weekly.
Checks and balances
A distribution system is only as good
as its checks and balances. Caxton
has a number of measures in place to
ensure efficient delivery:
â€¢ Signatures from staff at the bulk
drop locations are required as proof
of delivery.
â€¢ Newspapers are usually either
handed out to residents as they enter
gated communities or placed on
stands where they are collected by
residents. In some cases, newspapers
are delivered by security to individual
homes within a gated community.
â€¢ Seamless access to gated
communities and complexes is
The best way to distribute
advertising leaflets
What purchase decision
makers decisively prefer:
Advertising
leaflets to be
delivered in their
local papers,
rather than
having them
thrust into their
post boxes or
gates.
Shoppers
who read the
advertising
inserts regularly,
even if they are
not looking for
something in
particular.
(Source: Roots 2019)
facilitated through
strong relationships
with gate keepers,
security companies
and body corporates.
â€¢ Random telephonic back-checks
are regularly done, and a complaints
system is in place to investigate
and rectify any distribution issues
that arise.
According to Tracy Schloesser,
Business Unit Head at Spark Media,
there arenâ€™t many things that can
get into a South African home
anymore. A look at the
sophisticated systems, distribution
networks and the necessary checks
& balances required for the
physical delivery of local
newspapers in 2021.
Local newspapers
reach
4 727 000 purchase
decision makers
86%
70%
80%
Educated:
Matric/Post-matric
qualification
Established:
Aged 25-64
58% Have children
63%
85%
69% Employed
Affluent:
SEM 7-10
(Source: Roots 2019)
A Local Focus 3
â€œ
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öÍÀu×‰œ”×‰	Ú 7cassandra://_hT6_KLORlm5mE25DDh_SE3ug0GBasrOBZsGrSWRxr8Î 5Í`ÍÍ°×‰	Ú 7cassandra://Bl8ONc8zSjh7bbgnoGSOa0Sd5uB4C4HYFdevHeJSrRQÍ¼ÔÍ`Í§Íà×‰	Ú 7cassandra://afqggAwhUyQ3g1xpUUpUyAkbMqSTSiCtOeI2Z1idHe4Í;ŸÍ`ÍjÍ ×‰	Ú 7cassandra://cFmmcMGvdyllpoaQkVv6Qjvy98Cu_lHkkz16UaTN0T8Î mÍ Í	ÑÍñ×`§À<Dœh÷‹ ‘× ×`§À<Dœh÷‹" Í	tÍ%Ìò9×Hºmailto:ow@sparkmedia.co.za××Ðˆ×‰EÚð+3 million
local newspapers
distributed every week
*119,600
Caxton West Rand Branch
Krugersdorp News
Randfontein Herald
Roodepoort Record
Roodepoort Northsider
*153,400
North West
Brits Pos (Sold)
Klerksdorp Midweek
Klerksdorp Rekord (Sold)
Lenstwe
Mafikeng Mail (Sold)
Noordwester (Sold)
Rustenburg Herald (Sold)
Rustenburg Herald Bonus
Stellalander (Sold)
Olav Westphal, Sales Director
at Spark Media shares how
local newspapers are simply
configured in a way that aligns
with how people continue to
behave, and that is the true
magic of the medium.
*17,000
Potchefstr
*169,300
Vaal Triangle
Mooivaal Media
Northern Ster
Sedibeng Star
Southern Star
Vaal Weekblad (Sold)
*311,0
Capita
Rekor
Rekor
Rekor
Rekor
Rekor
Rekor
Rekor
Rekor
Rekor
*45,000
Mahareng
Bloemfont
*14,500
Gemsbok (Sold)
Understanding consumer
behaviour makes for more
effective media investment.
The weekly delivery of local
newspapers supports the way
people live and shop â€“ week to
week. Delivering on the same
day each week, means local
newspapers are anticipated,
and relied upon as a useful way
to plan shopping and make
purchase decisions.
Local newspapers are simply
configured in a way that aligns
with how people continue to
behave, and that is the true
magic of the medium.
*Number of printed copies
of local newspapers delivered per area.
Print orders correct 20/05/2021
*6,000
The Village News
*34,193
Western Cape
Group Editors
Geoge Herald
Knysna Plett Herald
Mosselbay Advertiser
South Cape Forum
Oudtshoorn Courant
*2,500
Graaff-Re
×‰	Ú 7cassandra://afqggAwhUyQ3g1xpUUpUyAkbMqSTSiCtOeI2Z1idHe4Í;ŸÍ`ÍjÍ ×`§¾<Dœh÷‹×‰EÚS*66,000
090
tal Media - Pta
rd Central
rd Centurion
rd East
rd Far East
rd Moot
rd North
rd Noweto
rd West News
rd Mamelodi
*4,000
Die Pos / The Post
Northern Media Group
Bonus Review
Bosveld Review
Capricorn Voice
Polokwane Observer
Polokwane Review
*23,000
Lumedia
Regional Herald
- Mopani District News
*88,000
Corridor Gazette
Hazyview Herald
Lowvelder Friday/Express
Mpumalanga News
Steelburger Inc. Lydenburg News
*88,500
CTP - Middelburg
Daller (Sold)
Highvelder/HoÃ«velder
Middelburg Observer (Sold)
Ridge Times (incorporating
Standerton Advertiser)
Streeknuus
Witbank News (Sold)
*10,000
Komorant
*30,000
Lenasia Rising Sun
troom Herald
*12,000
Carletonville Herald
*20,000
Heidelberg/Nigel Heraut
*7,500
Parys Gazette
*2,500
Heilbron Herald
*141,000
Caxton JHB South Branch
Alberton Record
Comaro Chronicle
Kathorus Mail
Southern Courier
*110,000
Soweto Urban Papers
Diepkloof Urban News
Eldorado Urban News
Pimville Urban news
Protea Urban News
*267,130
Caxton Greater JHB North
Randburg Sun
Fourways Review
Sandton Chronicle
Alex News
Midrand Reporter
Northcliff Melville Times
Rosebank Killarney Gazette
*327,800
Caxton East Rand Branch
African Reporter
Bedfordview Edenvale News
Benoni City Times
Boksburg Advertiser
Brakpan Herald
Germiston City News
Kempton Express
Springs Advertiser
The Thembisan
*74,250
Zululand
0
g Publishing
ntein Courant
*33,900
Northern Natal News
Northern Natal News (Sold)
Eyethu Amajuba (Sold)
Eyethu Uthukela
*127,000
Capital Media - PMB
Maritzburg Sun
Public Eye
Village Talk
Eyethu Msunduzi
Eyethu Umgungundlovu
215,225
Highway Mail
Berea Mail
Highway Mail
Northglen News
Queensburgh News
South Coast Sun
Southlands Sun
Eyethu Intshonalanga
Eyethu Umlazi
*40,000
South Coast Herald
Ugu District News (Free/Sold)
Eyethu Ugu
einet Advertiser (Sold)
Local papers have
become known as
media shopping malls.
*52,200
Arena Holdings
Go! and Express
Talk of the Town (Sold)
The Rep (Sold)
Local newspapers are a win-win
for residents and advertisers alike.
They provide readers with unique,
local editorial and advertising
content; while providing the
advertisers with unique audiences,
contextual relevance and minimal
wastage.
70%
Zululand Observer (Monday)
Zululand Observer (Friday)
Zululand Eyethu
Northern Eyethu
Eyethu Baywatch
*30,000
North Coast Courier
*212,500
Rising Sun - PMB
Chatsworth Rising Sun
Ezase-Mpumalanga News
Merebank Rising Sun
Mid South Coast Rising Sun
North Coast Rising Sun
Overport Rising Sun
79%
Prefer to use the
grocery store
close to home
(Kantar Consumer
Barometer 2020)
Have either experienced,
or expect to experience,
negative impact on their
household incomes due
to the pandemic.
(Kantar Consumer
Barometer 2020)
70%
Shoppers who use
local papers to plan
their shopping
(ROOTS 2019)
To learn how local newspapers can help build your business,
contact Olav Westphal, Sales Director at Spark Media at: ow@sparkmedia.co.za
×`§¾<Dœh÷‹×`§¾<Dœh÷‹Í
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segments of the market better
than any other print media
Caxtonâ€™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 lionâ€™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: â€œOffline media will continue to play a crucial role in an
increasingly digital worldâ€.
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
Kidâ€™s Toys
Automotive
×‰	Ú 7cassandra://4BzSBgscMnZCpUo-54Wt3MRNf900d2HfmIBSYVjckHMÍF±Í`ÍjÍ ×`§¾<Dœh÷‹×‰EÚÃINTRODUCING SA
Youâ€™re looking at a brand-new content destination for all
the newest, best, trendiest, most desirable, exciting and
interesting products, places, and people in South Africa!
Introducing!SA is Caxton Local Mediaâ€™s latest exciting
venture â€¦ a new age of marketing!
A multi-network media platform delivering:
On Page, Digital, Social, OOH, Sampling,
Consumer Surveys and Opinions, Eventing
and Influencer amplification!
Weâ€™re an all-in-one marketing and branding solution.
We deliverâ€¦Credibility | Content | Local Reach| Influence
â€¢ Credibility, trust, integrity and power of Caxton Local Media.
â€¢ Quality content generation. The power of editorial and editor influence!
â€¢ Reach the South African masses. Weâ€™re closer to the local population
than anyone else. We know who we are talking to and we get your
message into millions of homes.
â€¢ An engaged online and social media audience.
â€¢ An all-in-one solution directly to our millions of readers/purchase
decision makers.
â€¢ Bespoke campaigns - One of a kind creative ideas and applications.
Donâ€™t miss out on the opportunity
to be featured in Introducing!SA
For more information, please contact:
DejanÃ© Poil
Head of Retail Marketing & Innovation
dejanep@caxton.co.za
Geshika Vorster
Editor
geshikav@caxton.co.za
Aqsa Qureshi
Digital Channel Strategy Manager
aqsa@caxton.co.za
Shivani Moodley
Key Account Manager
sm@sparkmedia.co.za
â€œIntroducing!SA keeps readers â€˜in the nowâ€™ - think whatâ€™s hot, whoâ€™s trending
and whereâ€™s the coolest places to be and things to do!â€
- DejanÃ© Poil
â€œI believe the Introducing!SA brand is an editorially powered asset and that
through my credible content I have the ability to influence.â€
- Geshika Vorster
â€œI live and breathe all things digital - I am as millennial as they come.â€
- Aqsa Qureshi
â€œI am excited to connect your brands to Introducing!SA, where
innovation meets your consumers through multiple touch points.â€
- Shivani Moodley
×`§¾<Dœh÷‹×`§¾<Dœh÷‹Í
öÍÀ×‘C‘×˜š   Í
öÍÀu×‰œ”×‰	Ú 7cassandra://yU0FNt_cHS99GGDx4R0rXULXd8nBTGvqqGnLhbuGQIgÎ BÙÍ`ÍÍ°×‰	Ú 7cassandra://owlR1kgRz-_7Utcuk8DK5HLcRP9E8ZKe51ZjUGFQEEUÍn¿Í`Í§Íà×‰	Ú 7cassandra://rY74VhVlB_yGe3nIGqZAIdjfq8h4Nepc30VkSzcoBMYÍ#üÍ`ÍjÍ ×‰	Ú 7cassandra://qwOxAxmYtGM2jAdn845MpgO83oNq5EVbQvCd29EzYW4Î (PÍ Í	ÑÍñ×`§Á<Dœh÷‹)×‰EÚIâ€œCompiling and editing this
information with Caxton Local
Newspapers and SPARK Media
has convinced me that there is a
Pressing need
to re-assess
L
ocal newspapers are not only
in good health in these times of
COVID-19, but they dominate
the newspaper market and
have a real relevance in the
lives of their readers.
There is ample international evidence that
suggests that media decision-makers must
rethink their approaches as they assist
businesses to rebuild.
Traditional media continue to
outperform online media
Hot off the press, with fieldwork carried out
between September and November 2020,
is â€œRe-evaluating media for
recovery: Understanding
the true value of
media for growing
brands during
challenging
timesâ€. This
report
demonstrates
that TV, radio,
newspapers,
magazines and
out of home
media outrank
social and digital
media in their
ability to deliver
on the attributes that
make brands grow in
recessionary times.
â€œ
One salutary example is that newspaper
advertisements are:
â€¢ 27% more effective than social media
â€¢ 50% more effective than on-line video and
â€¢ 66% more effective than on-line display.
It is authored by Ebiquity, a global datadriven
solutions company specialising in
guiding brand owners in the extraction
of efficiency and effectiveness from their
media spend.
Marketersâ€™ pursuit of
audience size, impact,
behavioural targeting
and innovation can
lead them to forget
that consumers tend
to prefer uninterrupted
media experiences.
Consumers and media decision-makers
think about media differently
That there is a disjunction between how
consumers and marketers view media, is
also made in the Media Reaction 2020
study, published by Kantar, a global
evidence-based insight and consulting
company.
This shows that consumers overwhelmingly
favour offline channels, with cinema ads,
sponsored events, magazine ads, digital
OOH ads and newspaper ads topping
the global ad equity charts; by contrast,
marketers prefer TV and digital formats.
Each of these groups bring differing
perspectives to their assessment of
media. Marketersâ€™ pursuit of audience
size, impact, behavioural targeting
and innovation can lead them
to forget that consumers tend
to prefer uninterrupted media
experiences. Consumers do
not appreciate excessive ad
volumes or excessive creepy
ad targeting. Understanding
what consumers want from
their media experiences and
intelligent placement and
tailoring can only enhance
communication effectiveness.
Printâ€™s relative strengths are trust,
relevance and low levels of intrusion.
Subjective perception drives media
decision-making
There is a significant gap between the
reality and the perceptions of reality
about which media channels are the most
effective. The misperceptions held by
media decision-makers overwhelmingly
favour digital media; these decision-makers
tend to be young, educated digital natives
working in a pressured industry which
emphasises innovation. However, neomania
and System 1 thinking do not make for the
best media investment decisions.
pressing need for business leaders
to re-assess their media investments
and, certainly, to reconsider the
role that local newspapers should
play in their media strategies.â€
Britta Reid
Newspaper Advertisements
are more effective than:
84% 16% SOCIAL MEDIA
80%
20% ON-LINE VIDEO
88%
12% ON-LINE DISPLAY
By Ebiquity
Britta Reid spent decades
working for media agencies
and owners, across the
fields of insight, strategy,
implementation and
leadership. Always a devoted
mentor, she now relishes
the opportunity to share her experience
and views with curious media professionals
through writing, training and consultation.
â€œ
×‰	Ú 7cassandra://rY74VhVlB_yGe3nIGqZAIdjfq8h4Nepc30VkSzcoBMYÍ#üÍ`ÍjÍ ×`§¾<Dœh÷‹×ˆE×`§¾<Dœh÷‹×`§¾<Dœh÷‹Í
öÍÀ,­A Local FocusÚ6A Local Focus is a Caxton Local Papers and SPARK Media initiative to focus business decision-makers attention on the local newspaper market, which has remained
resilient through the testing times of the pandemic. In the last quarter of 2020, an average of 4,885,614 local newspapers were distributed regularly.×`§Ž0‹±¢RAÉu‡