Community newspapers not just the retailer's domain

"Many advertisers use television, radio, magazines, daily and weekly newspapers to reach the masses and are essentially not reaching as many people as they think," explains John Bowles, NAB Joint Managing Director. "Across the country, community newspapers have a far higher reach of urban consumers than dailies. Moreover, target markets can be more accurately captured with the community papers."

The retail giants have been consistent investors in this medium, recognising that local papers are widely and loyally read by the people of that community. Retailers are able to measure the effect of their advertising in community press through the number of customers who visit their stores.

"The only way for people to know what's happening in their area is by reading their community newspaper. Our millions of loyal readers have become accustomed to relevant content presented in a high quality product," says Bowles. "The notion that newspapers provided free of charge are of low quality, is long outdated."

The community newspaper has become the key vehicle for delivering important local news to the people who want it most. Readers are receptive, which makes these newspapers an ideal vehicle for advertising messages.