Readers of community newspapers look at auto ads

Printed newspapers are a key driver in the automotive decision-making process. Seven out of ten community newspaper readers report that they read or look at the automotive ads that appear in their print paper.

When it comes to purchasing attitudes, newspapers were found to be most useful for general information, price comparisons and deciding on which make of vehicle to purchase. In all stages of the path-to-purchase, newspapers and their sites were found to be the most influential media source.

A 2016 research study by Newspapers Canada provides a wealth of information on community newspapers and the automotive sector. Various resources (presentation, fact sheet, best practices webinar) are available for members online on the Community Newspapers Drive Results research page.