LOCAL NEWSPAPERS RESEARCH 2022 - Adspace24

LOCAL NEWSPAPERS RESEARCH

2022

Local papers deliver

• Quality engagement and a source to look every week for specials.

• Long shelf life.

• Advertising is sought, noticed and translated into action.

• Readers are a good target with means.

• Readers are moving with the times –many have embraced the digital transition.

Our local papers add value!

Be a part of our success story.

Background, methodology & sample

• Forum24 (Media24’s in-house online panel that has over 39,000 members) was used as a vehicle.

• Forum24 respondents living in Western Cape, Eastern Cape, Northern Cape, Free State and KwaZulu-Natal were invited. The survey was also open on social media via a link.

• Respondents were screened and only readers of Media24’s local papers qualified.

• This is progressive and ahead of the curve as readership research is moving towards using online panels. Media24 newspapers was one of the first to tap into this trend as Forum24 is over 10 years old already.

• We conducted this research last year using the same methodology. This piece of research received an honourable mention in the INMA 2022 Global Media Awards in the category “Best Use of Data to Drive a Business Result”.

Fieldwork dates

3 June to 2 July 2022

Sample

• 20 065 invited:

• 2 872 answered

• 2 153 qualified (readers past 3 month)

FORUM24’S SURVEY METHODOLOGY RECEIVED INTERNATIONAL RECOGNITION

144 KLIKES

144 KCIRCULATION

400 K ESTIMATED

READERSHIP

LOCAL NEWS REACHBOLAND

3.22

2.79

2.60

2.50

2.83 5,278

35,314

Estimated readership

Readers per

copy

Circulation

ABC Q2 2022

Estimated

readership

Readers per

copy

Circulation

ABC Q2 2022

Estimated

readership

23,778 61,823

98,526

12,304 30,760

19,319 54,673

3.31 6,718 22,237

2.75 20,613 56,686

2.98 14,995 44,685

2.61 5,440 14,198

16,995

LOCAL READERS ARE HIGHER INCOME EARNERS

77%Copies are read by

more than one

person

49%

Personally earn

R10,000+

48%

SEM 9 - 10

67%

Employed full time

or part time

LOCAL PAPERS

READERSHIP & VALUE

Readers per copy

Average 2.92

How long paper is kept for

Average 3.8 days

How thoroughly do they read the paper73% all/most of it

How long do they spend reading the paper

Average 31.7 minutes

36% spend more than half an hour

Bargains/specials/promotions

68% look for every week in local paper

OUR LOCAL READERS ARE LOYAL AND RELY ON ADVERTISING TO KNOW ABOUT SPECIALS

Advertising in newspapers

63% are influenced by advertising and leaflets in local papers

• 58% Local news is important

• 56% They keep me informed about local events

• 48% They inform me about services and businesses in my area

• 40% They provide information that is relevant to me

• 28% They provide practical information I find useful

• 24% They are interesting to read

• 8% They are entertaining

• 4% I cannot do without them

Reasons for reading local papers

LOCAL NEWSPAPERS ARE AT THE HEART OF READERS

Local papers are a TRUSTWORTHY

source

Local papers are RELEVANT

Local papers have current reach, they

are READ RECENTLY

Advertising is INFORMATIVE, USEFUL

AND VALUABLE92% 98%

99% 72%

72% of past 3 months readers have read their local

paper in the past month

98% informative

95% useful

95% valuable

Advertising is very/to some extent…

54% extremely trustworthy source

46% somewhat trustworthy source

0.4% untrustworthy source

14% more relevant than normal

78% just as relevant as always

8% less relevant now

LOCAL NEWSPAPERS ARE A PART OF OUR READERS’ LIVES

RESULTS

MEDIA & ADVERTISING

78%

32%

31%

31%

29%

27%

24%

21%

21%

20%

19%

18%

15%

15%

11%

2%

1%

Food & Groceries

Healthcare & Wellbeing

DIY, Home improvement &…

Media

Personal Care

Electronics & Technology

Property & Land

Sport & Fitness

Financial services & products

Mobile phones

Fashion

Furniture

Travel & Holidays

Vehicles/Motoring

Toys & Hobbies

Other

None

As on-the-page advertisements

80%

31%

28%

28%

27%

23%

23%

22%

22%

19%

16%

16%

14%

11%

11%

0.4%

2%

Food & Groceries

DIY, Home improvement & Decor

Personal Care

Healthcare & Wellbeing

Electronics & Technology

Property & Land

Fashion

Furniture

Mobile phones

Media

Sport & Fitness

Vehicles/Motoring

Travel & Holidays

Toys & Hobbies

Financial services & products

Other

None

Inserted as loose pamphlets

LOCAL READERS NOTE A WIDE RANGE OF ADVERTISED PRODUCT CATEGORIES

Categories of products readers take notice of in local papers

Top advertisers seen by readers in local papersBoland local paper readers

76%

71%

67%

65%

62%

54%

49%

39%

36%

31%

29%

29%

26%

24%

24%

Pick n Pay

Checkers

Spar

Game

Shoprite

Dis-Chem Pharmacies

Clicks

Shoprite Liquor

Woolworths

Incredible connection

Boxer Superstore

Government Western Cape

Usave

Pep Clothing

Pep Home

National advertisers

58%

54%

54%

46%

45%

39%

39%

29%

28%

28%

24%

22%

20%

19%

19%

Build It

De Jagers

Fruit & Veg City

Britos Meat

Die Visfabriek

Specsavers

Tafelberg Furnishers

Western Cape Blood Service

1-Up Cash n Carry

Midas Parts Centre

Mambos Plastics Warehouse

Fashion World

Traders Warehouse

Timber City

Cab Foods Factory Shop

Direct advertisers

FREQUENT ADVERTISERS STAY TOP OF READERS’ MINDS

Boland local paper readers19%

18%

16%

16%

16%

15%

13%

12%

10%

10%

10%

10%

8%

7%

6%

Checkers

Take-aways in your area

Clicks

Takealot.Com

Mr Price

Dis-Chem

Pep Home

Government (notices and recruitment)

Game

Shoprite

Ackermans

Pep Clothing

Makro

Spa and beauty in your area

Build-It

…BUT READERS STILL WANT TO SEE MORE ADVERTISING

OUR READERS ARE INFLUENCED BY NEWSPAPER ADVERTISING AND TAKE ACTION

98% took at least one of these actions

57%

Visited a store dealer

or other location

56%

Purchased a product

advertised in a newspaper

insert

54%

Considered purchasing

a product advertised

in a newspaper insert

54%

Gone to look online for

more information

44%

Saved a newspaper insert

for future reference

43%

Recommended a product

advertised in a newspaper

insert to someone

prefer receiving them in local paper vs

post box

read all the time even if not

looking for anything in particular

remembered on average

Products that are for sale or specials

taking place can sometimes be

advertised in leaflets, consisting of

one or more pages.

These pages can be referred to as

inserts (if inside a paper), leaflets or

pamphlets.

Descriptor to respondents

82%

78%

6.9 days

63% look at or refer to leaflets every week

in their local paper

INSERT ADVERTISING IS MEMORABLE AND RELEVANT

LOCAL PAPER READERS

LIFESTYLE & PSYCHOGRAPHICS

Grocery shopping

R2 970 Average amount spent on groceries

85% spend more than R1 000

Average times shop a month

74% shop once a week or more often9.1

are mainly/partly responsible for grocery shopping97%

9.00 Breederivier Gazette

12.28 Swartland Gazette

10.15 District Mail/Helderberg Gazette

10.37 Eikestadnuus

10.64 Weslander

9.98 Weskus Nuus

9.90 Paarl Post

11.78 Hermanus Times

8.25 Worcester Standard

R 2,690 Breederivier Gazette

R 3,497 Swartland Gazette

R 3,186 District Mail/Helderberg Gazette

R 3,172 Eikestadnuus

R 2,942 Weslander

R 2,968 Weskus Nuus

R 3,002 Paarl Post

R 3,030 Hermanus Times

R 2,832 Worcester Standard

Everyday goods Luxury goodsPrice is more

important than brand

Convenience is

more important than

brand or price

Brand is more

important than price

55%

34%

11%

41%

30%

29%

READERS LOOK FOR THE BEST DEAL IN EVERDAY GOODS AND LUXURY GOODS

88% 58% 56%have a bank account have funeral cover/policy have a motor vehicle

50%have medical aid

• 63% A savings / transmission account

• 58% A store card

• 45% A current account

• 41% Short term insurance (i.e. house/car cover)

• 37% A credit card

• 36% Long term insurance/investment/life cover

• 7% Actively participate in a Stokvel

LOCAL READERS ARE FINACIALLY SAVVY INVESTORS

52% Weskus Nuus

65% Paarl Post

46% Hermanus Times

59% Worcester Standard

Psychographics

% Agree/Strongly Agree 85% are proudly South African

73% enjoy shopping

33% have enough disposable income to

purchase brands they have seen

advertised

79% agree it’s important to dress well

48% have influence over other people

58% have experienced improvement in

their lives over the past few years

68% Breederivier Gazette

60% Swartland Gazette

50% District Mail/Helderberg Gazette

58% Eikestadnuus

48% Weslander

52% Weskus Nuus

50% Paarl Post

61% Hermanus Times





71% Eikestadnuus

67% Weslander

66% Weskus Nuus

79% Paarl Post

61% Hermanus Times





72% Eikestadnuus

71% Weslander




83% Eikestadnuus

82% Weslander

82% Weskus Nuus

87% Paarl Post

83% Hermanus Times


68% Weskus Nuus

84% Paarl Post

72% Hermanus Times





61% Eikestadnuus

48% Weslander 44% Breederivier Gazette



40% Eikestadnuus

30% Weslander43% Weskus Nuus

36% Paarl Post

42% Hermanus Times


LOCAL PAPERS

E-LEAFLETS

27%

12%5%

19%

30%

3% 3%

I prefer readinglocal papers

digitally/online anddo so often

I prefer readinglocal papers

digitally/online andwould like to do so

more

I don’t really like reading local

papers digitally/online but

do so anyway

I enjoy readinglocal papers

digitally/online aswell as in print

format with equalpreference

I prefer readinglocal papers in print

format

I have never readlocal papers

digitally/online butwould like to

I have never read local papers

digitally/online and don’t intend to

53% have read their local paper online in the past month

29% have accessed the PDF version of their local paper online in the past month

THERE IS CROSS PLATFORM ENGAGEMENT AMONG LOCAL READERS

Social media

65%

23%

4%

4%

0%

4%

1%

Average times a month: 21.99

Digital media such as news websites and general online usage

89%

7%

2%

1%

0.2%

0%

1%

Average times a month: 27.45

Every day

Several times a

week

Once a week

A few times a

month

Once a month

Less often than

once a month

Never




27.20 Eikestadnuus

25.98 Weslander

25.61 Weskus Nuus

28.62 Paarl Post






22.69 Eikestadnuus

18.82 Weslander

20.97 Weskus Nuus

23.04 Paarl Post



OUR READERS READ OFFLINE AND ONLINE

An e-leaflet is the digital version of a leaflet/pamphlet

usually found inserted into your local community

newspaper. Instead of the printed version, the digital

version can be found with your e-publication within local

titles online.

E-publications are available on Media24 local sites i.e.

https://streeksnuus.netwerk24.com/

https://www.news24.com/news24/southafrica/local

E-leaflets | Description shown to respondents

Descriptor to respondents

These are examples of e-leaflets

https://streeksnuus.netwerk24.com/

https://www.news24.com/news24/southafrica/local

E-leaflets | Readers’ opinions

Want to receive together with e-publications

Feelings towards e-leaflets being available together with

e-publications

Would you purchase directly from an e-leaflets onto the

relevant site?

This would entail clicking on a product, being redirected to the site, making

payment then it gets delivered to you.? 70%

21%

8%

This is great, it isreally helpful and

convenient

I don’t care either way if they are there

or not

I don’t like it - It makes the e-

publication cluttered

Yes, 75%

No, 25%26%

38%

19% 18%

Yes – I have already done

this

I have not donethis but would

definitely like totry

I have not donethis but maybe

would try

No – I would not do this

Value of finding e-leaflet with PDF copy of local newspaper

Extent to which that would be USEFUL

Extremely, 36%

To some extent, 40%

Not really, 16%

Not at all, 8%

Extent to which that would be VALUABLE

Extent to which that would be INFORMATIVE

Extremely, 31%

To some extent, 44%

Not really, 19%

Not at all, 7%

Extremely, 36%

To some extent, 45%

Not really, 13%

Not at all, 6%

76% USEFUL 74% VALUABLE 81% INFORMATIVE

THANK YOU FOR YOUR TIME

Documents

LOCAL NEWSPAPERS RESEARCH 2022 - Adspace24