Although not mainstream like daily newspapers, community newspapers have a high reach and impact, attracting the attention of its readers to important issues and news surrounding them.
Remember, newspaper readership is no longer measured by its status, but more so by its relevance, reach and reliability. Hence, community newspapers has established its trademark by doing things that dailies cannot do and that is to serve their local neighborhood and be the number one source of local news and advertising, reaching the vast majorities.
Community newspaper readership has slowed down the migration of readership and advertising to other mediums in that it is easy accessible and a very trustworthy source of information that comes within a certain radius of an individual.
The big hype about daily newspapers have died down and instead there's more interest in the rise and shine of community papers and the influence they have on the market. Community newspapers have transformed with South Africa and play a vital role in enhancing and educating the mind of the consumer.
This medium has a unique way of creating an intimate relationship between communities and their readers, and provides advertisers with a way to actively connect with these readers. Surely you feel like you've read this all before but have you ever read between the lines?
A relationship means to be engaged to someone or something on a very personal one on one level. If community newspapers have reached this level, which they have, then surely every advertiser in the country needs to be waiting in line, wanting to advertise in community press!
I feel after many analyses that the ideal advertising strategy would be to move away from thinking regional and national but rather go local; after all you want to “touch” the heart of South Africans!
