At Spark Media, we believe being free is an advantage. 97% of the local newspapers we represent are delivered free to consumers’ homes. ROOTS research verifies that 65% of shoppers are reading their local newspaper every week. In addition, global research proves the priceless power of local newspapers, from both our readers’ and advertisers’ points of view.
Firstly, people listen to radio for free, watch free TV channels and access various forms of content freely via the internet without discerning the value of the content based on the price they paid (or didn’t pay).
Secondly, local newspapers have been proven to add value to the lives of readers, who view them as useful and therefore command the consumer’s attention. According to ROOTS 2019, 7 out of ten readers use the advertising in local newspapers to help make weekly shopping decisions.
Lumen Research further shows that newspapers deliver attentive audiences giving a score 10 x higher than TV and 5 x higher than mobile display advertising (based on attentive seconds per 1000 impressions).
A local newspaper eye-tracking study through Lumen Research in Nov 2019, conducted in South Africa showed that local papers received an “unfair” level of attention. These modest free local newspapers achieved higher attention scores than all other print media and digital ad formats as recorded by Lumen norms across other global studies.
Local newspaper readers see the advertising in this context as useful, and it is intentionally sought out by the consumer. These factors make local newspapers a priceless source of value for readers and advertisers alike. Local newspaper readers see the advertising in this context as useful, and it is intentionally sought out by the consumer.