Ads24 recently released its groundbreaking Compass24 research that will help media agencies and planners to harness the power of the community press. Now it has drilled down still further by creating an infographic that reveals the state of play within the Western Cape’s community media.
Compass24, revealed that:
- Societies are becoming more community-focused;
- Community newspapers are becoming a differently relevant advertising medium; and
- Community-centricity implies a different attraction to community newspaper titles.
Linda Gibson, Ads24’s CEO, maintains that media planning for community papers needs to be carefully structured and supported by tools similar to those employed for mainstream papers.
“It has been proven time and again that return on investment for mainstream papers impact sales directly. For community papers there is no continuous planning tool enabling planning and positioning. This is why we embarked on the Compass24 project. “It will enable more informed planning for advertisers, making it less of an intuitive process that is the case at present. The ultimate aim is to create a sophisticated, scientific tool able to support and justify the credibility of community paper ad-spend.”
Ads24 will be rolling out the results to these regions over the next few months, starting with the Western Cape – hence the info-graphic, the highlights of which include:
- The Western Cape community paper reading community is 1,8 million people or 52% of the province’s population;
- 94% live in formal urban areas and 91% are LSM 6+;
- 72% prefer advertising in the newspapers to knock-and-drop publications;
- 62% are aged between 20 and 49; and
- 29% have accessed the internet over the past
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