News Community Media enjoys a special relationship with our consumers. Valued for covering local issues, events and news that really matter to our communities, we are perceived to be without bias, agenda and sensationalism.

The News Community Media network comprises 109 publications covering Australia's six major capital cities, offering an unparalleled audience:

• 6,128,000 people read a News Community Newspaper each week
• 4,018,000 (66%) live as a family
• 2,481,000 (41%) live with children under 18 years in the household

Source: Roy Morgan Single Source Australia: September 2010) Total readership includes NT figure of 41,000 from Roy Morgan Single Source Australia (July 2007-June 2008). Unfiltered base.

As part of its regular and ongoing commitment to audience research, News Community Media commissioned a reader study in October/November 2010.

Conducted by Clarity Research, the 'Get in with the Locals' reader study was designed to add quantitative and qualitative measures of reader engagement and give insight into how local newspapers are used when making purchase decisions.

The Get in with the Locals 2010 Study was conducted across the five main capital cities and consisted of a telephone survey of 750 people, and 6 focus groups. Phone survey respondents were randomly selected from within the distribution areas of News Community Media distribution areas to fit a nationally representative profile in terms of age and sex, and included both readers and non-readers aged between 18 and 65.

Locals think their Local Newspaper is:

• Honest 58%
• Trustworthy 57%
• Friendly or caring 63%
• Down to Earth 72%
• Informative 72%
• Relevant 74%

The papers have strong engagement measures with 79% of readers saying they read most issues or every issue and for an average time spent reading of 28.5 minutes
Source: Get in with the Locals, 2010

The 'Get in with the Locals' study also measured advertising effectiveness. Readers indicated that as a result of reading an ad in their local newspaper, they have:

• Picked up new ideas on things to buy 57%
• Gone online and looked at a website 51%
• Added something to my shopping list 47%
• Talked about the ad with friends or family 50%

Giving a net score for raised consideration (using the above four actions) of 82%

A net score of 74% was recorded for purchase influence, based on people who did any of the following as a result of reading an ad in their local newspaper:

• Bought a product 52%
• Went out and got a bargain 41%
• Purchased from a store I don't normally go to 48%
• Tried a new brand 33%

 > Click here to read a summary of the key findings.

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