Women have long been recognized as the main influencer in family grocery shopping decisions. In the Penticton CA (central area) there are 16,600 women aged 25-plus – and they are loyal newspaper readers.
* 71% of these women can be reached with a single weekday insertion in the local community newspaper – the Penticton Western News.
* Only 56% of them can be reached with a single weekday insertion in the Penticton daily newspaper – The Herald.
They are frequent readers of their local community newspaper.
* 90% of women 25-plus read three or four of the last four issues of the Western News.
* By comparison, only 68% read four or five of the last issues of The Herald.
In Penticton, primary grocery shoppers – women aged 25-plus – are best reached by the local community newspaper, the Western News.
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.
