Community newspapers reach women in Ontario, an audience that is much sought after by all types of advertisers since women are the key decision makers and purchasers of a number of product categories. Although women are an extremely important target for media buyers, they are becoming harder to reach because of their declining use of other media:
Declining television viewing:
* 39% are light TV watchers, at less than 9.5 hours weekly.
* 23% didn’t watch any TV yesterday or last weekend.
Declining daily newspaper readership:
* 31% cannot be reached with dailies.
Declining radio listening:
* 31% can’t be reached with radio.
In Ontario, community newspapers reach 78% of women, weekday or weekend, and in the Toronto GTA, reach remains strong at 73% (Pilot Study, Toronto GTA).
Source: ComBase 2003-2004 Study
ComBase, the Community Newspaper Database, is a syndicated consumer-media survey of more than 400 Canadian markets that provides market-by-market information. It is an initiative of the Canadian Community Newspaper Association and its nearly 700 members across the country. For more information, contact Kelly Levson, senior project manager, kellylevson@combase.ca.
