This updated research study, funded by the Department of Canadian Heritage, continues to explore engagement with community newspapers in Canada as well as the key role they play in the automotive path-to-purchase.
Some highlights from this study include:
The printed community newspaper continues to hold the position of favourite source of local news and information in communities large and small across Canada. Time spent with a printed community newspaper is virtually unchanged compared to two years ago although time spent with digital papers has increased significantly. Not surprisingly, the predominant reason for reading community newspapers, in print and digital formats, continues to be local information, including news, editorial, sports, entertainment and events. Community newspaper readers also read for the advertising, in particular, the flyers and inserts that come with their community newspaper.
Community newspaper readers are multi platform readers. They are choosing a combination of print and digital platforms to access newspaper content. Print remains the primary medium for community newspaper readers, but more than four out of ten community newspaper readers access content across ALL platforms (print, computer, phone, tablet).
Seven out of ten community newspaper readers report that they read or look at the automotive ads that appear in their printed paper. Newspapers continue to be a key driver in the automotive path-to-purchase, even with today’s reliance on the internet. The study examines the role of the internet as well as media influence during three stages in the automotive path-to-purchase from thinking about buying/replacing a new vehicle to researching options and finally making the purchase decision. Consumers visit automotive websites at different stages of the purchase cycle and newspapers can be effective at driving traffic to these sites at all stages.
Explore and download Community Newspapers Drive Results 2017 study materials below by clicking on the appropriate links. For more information contact Kelly Levson, Director of Marketing and Research at firstname.lastname@example.org.
To view the results from our 2016 study, please click here.
This project was produced with the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage. The content of this study represents the opinions of the authors and does not necessarily represent the policies or the views of the Department of Canadian Heritage or the Government of Canada.