Earlier this year, Metroland Media enlisted BrandSpark International to conduct a large-scale research study on the community news industry in Ontario. The resulting Community Newspaper Impact Report revealed the strength of the local newspapers across the province.
Researchers found that community papers are the most trusted source of local advertising – ahead of all other media channels. Canadians turn to their local newspaper to feel connected to their community, and this trust and engagement drives them to take action. In fact, “75% reported that they have engaged with a business after seeing an advertisement in their community newspapers by visiting a store, making a purchase or going to a website to learn more,” says Michelle Digulla, Metroland’s vice-president of marketing.
Digulla outlines some of the findings of the Community Newspaper Impact Report in a recent article for Marketing Magazine. She also provides compelling insights into how marketers can harness the power of community newspapers to reach Canadians.