Why renovators can pick up so much business from community newspapers
You'd be hard pressed to find another advertising medium that reaches 75 per cent of your potential clients.
By Brynna Leslie
If you’re a renovations company wondering where to put your ad dollars, consider this: Seventy-four per cent of Canadian adults read a community newspaper weekly. Believe it or not, this is consistent across all age groups.
According to a multi-year study that tracks media consumption and advertising, for one-third of Canadians that free rag that comes to the door weekly is often the only newspaper they read.
But here’s why you should really care: Between 30 and 40 per cent of readers are specifically looking for advertising and flyers.
“Almost half of readers indicate there are days when they read the community newspaper as much for the ads as for the news,” write the authors of the Canadian Media Directors Council digest for 2012/2013.
How can you tap into this as a business owner?
First, you can place ads in these spaces. While radio and television have breadth and social media offers the ability to target a specific audience, the community newspaper is evidently a gold mine. You’d be hard-pressed to find another medium, in fact, that reaches 75 per cent of your potential clients.
But check this out. More than 80 per cent of community newspaper readers are looking for local news articles. Most of them spend 40 minutes per week perusing the paper.
What are the rest of readers looking for? Ads? No. They’re looking for interesting content, a good read.
This a great opportunity for business owners like you to position yourselves as experts in your local markets. Talk to the publishers of your community paper about advertorial opportunities. Many have in-house staff that write custom content (for a fee) to run alongside news items.
If you’re really ambitious, offer up a weekly column to your local paper featuring your expertise and pay a freelance journalist to ghostwrite it for you.
If you look at community newspaper consumption by the numbers (summarized below), there is no way you can overlook this amazing marketing opportunity.
Community newspapers – By the numbers
• 74% of Canadians read a community newspaper weekly
• 82% are looking for local news
• 30-40% look to their community newspapers specifically for ads or flyer inserts
• For one-third of Canadians, the community newspaper is the only paper they read. These same people are light television and radio consumers.
If you want to include community newspaper ads or articles as part of your marketing plan, now’s the best time of year to book a regular cycle of ads for 2014.