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BizReport : Advertising : June 23, 2008

Why local marketers shouldn't count out newspapers

Survey after survey and report after report seem to indicate that the local newspaper is dying. One recent survey indicates, however, that it is too early to count out newspapers - especially for local marketers.

by Kristina Knight

The World Newspaper Conference released the study, performed by DECODE, recently. The study indicates that newspapers still have several chances to reinvent themselves, especially with the younger demographic. Researchers surveyed 3500 15-29 year olds in the US, the Netherlands and Finland; they learned that television is still the demo's choice to obtain news but that these younger consumers are open to local newspapers.

The key finding, it seems, is that 15 - 29 year olds are very interested in news, in being informed and receiving a variety of information on topics. Newspapers, of course, are the best options for detailed information because television news clips are short and with limited "extra" information. The Internet, too, is an option but the report indicates that parents and teachers are helping to turn new readers on to newspapers.

Social networks are helping the cause, too.

Though the trend for newspapers continues to be decreased readership, if newspapers continue going after a younger audience, that could change. Which means local advertisers shouldn't count them out just yet.

Tags: local advertising, newspaper advertising, online advertising

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