Media habits differ between major urban centres and non-urban communities, and this is no different in Alberta. In July 2018 the AWNA commissioned research to understand the news involvement and advertising preferences of Albertans living outside of the major cities in the province.
Local news is important and the majority of Albertans are spending the same amount of time, or more with news, compared to 2 years ago. In fact, 81% of non-urban Albertans read each issue of their printed community newspaper and spend an average of 20 minutes reading.
The research also confirmed that printed community newspapers are the preferred medium for local information that matters to those Albertans who were surveyed.