A desirable target group for many advertisers is the younger demographic of 18- to 34-year-olds. This target is becoming increasingly difficult to reach using some traditional media and is the demo that many new free daily print publications such as Metro, Dose and 24 Hours are seeking.
18-34s are considered by many to be ‘media grazers’:
* 27% can’t be reached with daily newspapers in B.C.
* 32% can’t be reached with radio in B.C.
* 50% are light TV watchers, watching less than 9.5 hours weekly.
But in British Columbia, community newspapers reach 68% of 18-34s with weekday editions compared to daily newspapers with a 41% weekday reach.
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.
