NNA: More readers still prefer local content

When it comes to staying up to date on local happenings most of us still go to the newspaper first. That according to a recent National Newspaper Association and Reynolds Journalism Institute at the Missouri School of Journalism. According to their research most people living in areas served by community newspapers prefer to get their news - and advertising - from the newspaper source over.

by Kristina Knight

Many of these readers are also reading 'hard copy' rather than online editions. According to the NNA research 74% of those living in communities in which the local paper has a circulation under 15,000 read that newspaper at least once each week.

Other interesting findings include:

• Local newspaper readers 'share' the paper with at least 2 other people
• Readers spend nearly 40 minutes reading newspaper content
• 73% read 'all or most' of their community newspaper
• 43% keep the paper at least six days

"The survey indicates a majority of respondents believe that the newspaper does a better job, provides more background and depth and is more useful to them personally than other news sources," said Reed Anfinson, NNA President. "It reinforces not only the strong bond between local communities and their newspapers, but it demonstrates that people do value good journalism."

As for the areas of content most likely to be read, one-third of respondents said they read local education/school news, 27% read the sports section, 40% read editorials/letters to the editor and 80% believe governments should publish public notices within local newspapers.

Don't think those non-online readers don't have online access, either. Most (89%) have broadband access and 80% say they prefer 'looking through' ads in the newspaper than viewing them online.

Tags: National Newspaper Association, newspaper advertising, newspaper content, NNA, online advertising, online content