The primary goal of advertising is to reach a defined audience in order to affect behaviour and influence potential customers. Engagement is also necessary for a community to form, setting the stage for influence to occur. Research on media engagement shows that community newspaper readers are paying attention and demonstrating a level of connection.
Newspapers Canada’s 2016 study Community Newspapers Drive Results proves that printed community newspaper readers are definitely engaged. Readers of printed community newspapers demonstrate strong engagement across a number of measures, including the amount of time spent with the paper, the tendency to follow all types of news closely, and ranking printed newspapers as their favourite source of local news.