Wave3 of Compass24 research was conducted across 77 of Media24’s local newspaper titles. Over a four year period, readership figures increased, and with the introduction of new local titles, total readership had gone up to about 6.2 million in 2015.
On top of that, 98% of readers interviewed in Wave 3 think that they will continue reading their local title. Since 2011 local newspapers have managed to successfully attract more young readers between 15-19 years old. Local papers also attract a high proportion of consumers in the LSM 9-10 market segments.
In addition, a core focus in the 2015 wave was understanding consumer behaviour in the following categories: Telecommunication, Health and Beauty, Recruitment and Tenders, Travel, Sport and Leisure. Key focal points in any local newspaper advertisement revolve around price and brand reputation.