The Food Corner

by Paul Cormier, Salamanders of Kemptville

readership.

“There seems to be a real resurgence of the tangible media. Many younger readers want to touch and feel something,” explains News Media Canada director of marketing and research Kelly Levson. “Everybody’s concerned that they’re not reading, but the younger generations are reading across all platforms. They’re reading primarily digital products but are still picking up the printed product.”

Younger generations are also powering a shift in consumption habits, whether through e-papers (also referred to as PDF replicas or e-editions), podcasts or smart speakers. The good news for advertisers is that print ad dollars do double duty in e-papers, with one buy turning into both a print and digital ad.

Another revelation from the survey shows that 24% of readers are accessing content across the four platforms of print, computer, tablet and phone. That doesn’t necessarily mean it’s the same newspaper on all platforms, but it underlines how readers are regularly interacting with newspaper content in different ways.

Newspaper readers want to be connected. They want information, especially local information. The survey found that 92% of community newspaper print readers look there for local information and 49% for advertising, including flyers. Readers want to see where they’re getting the best deals, and that information continues to be a strong driver when it comes to consumption. This is especially understandable given the inflationary pressure on categories such as grocery.

The most important takeaway from this year’s research “is that newspapers continue to be a powerful advertising tool,” sums up Levson. “Newspapers in print and in digital are an effective advertising medium, no matter who you’re trying to reach. You want to reach those younger generations? They’re reading newspapers. You want to reach the older generations? They’ve always read newspapers. Newspapers deserve a position in the media mix.”

For more information and to access the full 2023 Newspapers 24/7 findings, visit: www.championthetruth.ca.

And to show your support for the work newspapers are doing to champion the truth in an era of misinformation and disinformation, download the free Champions font at: www. nationalnewspaperweek.ca.

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