Whether it’s in the handling of newsprint or advertising, during these trying times of lockdown and COVID-19, local newspapers are proving to be a safe place for consumers and advertisers alike. And with more people at home, mediums such as these are receiving more attention because they’re a credible source of information for the community.

According to the World Health Organisation (WHO), newspapers are safe to handle because of the porous nature of paper. The WHO confirmed the fact that there have been no incidents of the Corona virus transmission on newsprint and magazine paper materials.

SPARK Media highlight that:

  • During the lockdown in South Africa, journalists are the eyes and ears of the public and play a vital role in society. Our Caxton journalists are working tirelessly to bring the latest, factual news to your doorstep.
  • There are over 300 editorial staff members on the front-line, working in the Caxton Local Media newsrooms delivering hyper-local content to the majority of households in South Africa with more than three million newspapers delivered every week.
  • This content and credible journalism is highly relevant and relied upon, particularly at this time when people need to know how their local communities are being affected, how their own behaviour should be adapted as well as what’s safe to do and not to do.
  • In Marketing Week recently, brand consultant and former marketing professor Mark Ritson said: “Great brands build their equity during crises like this” affirming the need for advertisers to stay present and stay consistent in times of crisis.

“Media consumption and sentiment has changed dramatically,” confirms Gill Randall, CEO of SPARK Media. “As consumers are forced to stay at home, in-home media receives much more attention, people are apprehensive and can feel isolated and disconnected, while shopping becomes less frequent and more hyper-local for essentials only.”

Latest ROOTS data confirms that local newspapers are read in every community that they are delivered to, in some areas nearly as high as 90%.

“Local clients can still contact their local sales representatives, while national clients should work through us at SPARK Media. Stay at home, stay safe and read your local newspaper to keep up to date with all the news you need.”

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