During the course of this process, Ads24 has identified a dramatic new paradigm; one that promises to revolutionise the business sector's approach to its existing and prospective customers. 

Connectedness is the prominent trend that has become a critical feature of South African society. Compass24, a research exercise commissioned by Ads24, has confirmed this new and fast-emerging phenomenon.

People have a deep desire to find new meaning in life and to share more experiences with their friends and their communities. They are more outwardly directed and define their personal identities by relating to others, actively participating in social communities.

This means that community news, reflected in a trusted community-centric paper, will become increasingly more important and relevant, should the tone and content fit the readers requirements.

Fact is, community matters – and it matters increasingly more for a society returning to its sense of community and care.

Connecting practically implies:
• Communities value family life and values as very important; 
• Connecting with the outside world, friends and family;
• Connecting with like-minded people;
• Finding new meaning of life-purpose;
• Connecting via social network and all media; and 
• Building strong relations with like-minded brands and newspaper titles

This should inform the editorial content.

Local celebration is about being who we are. It is the simplest form of what consumers want – no frills, no fuss, less pertinacious, more rooted, but it needs to be a conversation.

Community papers are the mouthpiece for these conversations; conversations that place a different value on its advertising messages. The messages are no longer generic; they are more individualised, more local, more intimate and about my community.

It is all about the significant community occurrences and the issues affecting our day-to-day lives directly, followed by a receptiveness for advertising content.

Ads24 is broadcasting the following message to its advertising clients:
"To talk to a community you have to connect with their hearts and minds, their cultures and traditions. Ads24 has made it easier for you to keep your finger on the pulse of what matters to the people by updating our demographic data on local communities all around South Africa. Valuable insights and relevant information keep you connected to a country united by its uniqueness."