Having attracted a wave of families with children over the past few years, Victoria has cast off its image as a market that consists of the newly wed and nearly dead. In Victoria, community newspapers are the best way to reach one of the market’s key target groups – boomer men and women – during the week.
Women 35 to 54
These female targets are becoming increasingly difficult to reach with broadcast media. More than half of women in Victoria aged 35 to 54 (51%) watch less than 9.5 hours of TV weekly and 43% of them listen to less than 3.5 hours of radio weekly.
Reaching women aged 25 to 54 who are typically the prime shoppers for their households:
* Only 58% of these women report reading their weekday daily newspaper.
* Almost three-quarters of female Boomers (74%) are reading weekday editions of their community newspaper and 17% say that they only read their community paper and not the daily newspaper.
Men 35 to 54
Boomer men in Victoria also have challenging media habits. Four out of ten men aged 35 to 54 (41%) watch less than 9.5 hours of TV weekly and a quarter of them (25%) listen to less than 3.5 hours of radio weekly.
Reaching male Boomers in Victoria with advertising:
* Only 52% of these men read their weekday daily newspaper.
* 72% report reading their weekday community newspaper and 23% of them read only their community paper and not their daily paper.
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.
