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Chapter 2: Make the connection
At the heart of any great local community, you’ll find a newspaper. It is the modern-
day town square, full of news on issues that affect our lives directly, and stories of local
characters and businesses that enhance the enjoyment of where we live. For advertisers,
it is the ultimate in trusted media.
THINK LOCAL
Realise the potential of regional and community
newspaper media
THINK LOCAL : Chapter 2 - The local connection
1 Australian Bureau of Statistics, 3218.0 Regional Population Growth, Australia, April 2014 2 emma, 12 months to September 2014. 3 The Local Newspaper Report, The Newspaper Works and Brand Navigator 2012 (readers of community newspapers).
IntroductionThree out of five Australians live in a city with more than 1 million people: Sydney (4.4 m), Melbourne (4.2 m), Brisbane (2.1 m), Perth (1.9 m) and Adelaide (1.3 m).1 Suburban newspapers reach 4.2 million in the nation’s capital cities.2
These big cities are underpinned by their micro-communities, such as the peninsula of Balmain in inner-western Sydney, or the chic of Fitzroy on the edge of Melbourne’s CBD.
Research shows we love where we live. Some 65 per cent of city residents have not moved home for at least five years, and more than 5.5 million own their own home. Once they’ve settled they want to know what’s going on in the community, and research tells us that local newspapers play an important role in keeping them in touch.
Different newspapers, different needsMetro newspapers deliver impressive reach figures. Two out of three people 14+ in Australia’s five largest capital cities read a national or metro newspaper each week, so an advertiser might question why they should advertise in local newspapers.
The reason is simple: Readers turn to local newspapers for information about what’s going on in their local community: events and activities, important issues, and information about services and businesses where they live.3
Think and act localThis loyalty to a local area is illustrated by the desire to shop locally, especially readers of local newspapers. Some 73 per cent of emma respondents say they prefer to use local services and tradesmen as much as possible; and 76 per cent of those read their local paper – a huge endorsement for classified sections.
Source : emma, 12 months to August 2014.
2
Keeping it local: The top 10 activities in a suburb (ranked on local newspaper readers)
Go shopping at a supermarket
Cook dinner for self / family
Go shopping to a local shopping strip / area
Visit friends or relatives
Listen to recorded music
Go shopping to a large shopping complex / centre
Some form of exercise (running, swimming, gym etc)
Watch a dvd / rented movie / tv series
Do some gardening
Entertain friends or relatives at home
Local readers
97%
90%
85%
85%
78%
76%
70%
65%
67%
57%
Population
96%
88%
80%
83%
80%
72%
71%
68%
62%
55%
THINK LOCAL : Chapter 2 - The local connection
It’s a small worldSome 60 per cent of us like to stay in the neighbourhood to do our shopping instead of driving across the city to a mall, and to engage in in-home activities.4
The common goal of local newspapers is to service the community by providing local news and information on services, amenities and events in the locality. They are generally free and widely distributed, giving them an extensive footprint.
Ads in local newspapers generate high levels of engagement with readers.
The Local Newspaper Report conducted by Brand Navigator for The Newspaper Works reported that 62 per cent of respondents have visited a store as a result of seeing an ad in their suburban paper, while 61 per cent have made a product enquiry after seeing an ad.5
4 emma, 12 months to September 2014. 5 The Local Newspaper Report, The Newspaper Works and Brand Navigator 2012 (readers of community newspapers). 6 emma, 12 months to September 2014.
A special relationshipThe connection to the community that these newspapers have is reflected in the readership numbers, with close to 4.8 million people reading their local paper, including 4.2 million in the metro markets.6
MA
IN
ANTHEA CANNON
AN $80 million overhaul for
Norlane will deliver 320 new
homes over four years and kick
start the revitalisation of the
northern suburbs.
Housing Minister Wendy
Lovell revealed the plan exclus-
ively to the Geelong Advertiser
yesterday.Community leaders hailed
the project as a new beginning
for the north.
‘‘It would have to be one of
the most significant announce-
ments in Geelong’s recent his-
tory,’’ Committee for Geelong’s
Peter Dorling said. ‘‘All signs
are on the up for Norlane.’’ One
hundred and sixty public hous-
ing homes will be built on
vacant land – with families
moving into the first 14 homes
before Christmas.The homes will be a mix of
mainly single storey, two, three,
four and five bedrooms.The vacant and decaying
Yoorlinga apartments will be
bulldozed early next year to
officially end the ghetto era.
In its place a display village
will showcase designs for a
further 160 affordable house-
and-land packages available
throughout the suburb.Only local builders will be
allowed to tender for the build-
ing works. City Hall will remain
the planning authority for the
project, despite last year’s plan
by the Brumby Government to
take control.A community advisory com-
mittee, chaired by Member for
Western Victoria David Koch,
will be a voice for local residents
and industry in the plan.
Ms Lovell said the plan was
about addressing underlying
social disadvantage in the area.
‘‘This will diversify the neigh-
bourhood and, together with
the Work and Learning Centre,
break the cycle to assist people
into work,’’ she said.
CONTINUED Page 4
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Land plan disputedCONFUSION has reigned over the future of what was the first land granted — or returned — to indigenous Australians. Despite
heritage studies and exhaustive reports on the land’s cultural and historical significance, Blacktown councillors claimed they
did not realise until August this year that the site was about to be developed. Callan Lawrence reports.
‘I am very disappointed
with Blacktown Council for
allowing (the land) to go. I
think the Darug people
deserve an apology.
— Darug leader Sandra
Lee (Above right)
CONTINUED PAGE 5
Doubts arise as Darug site faces being swallowed by development
The ones who lost out: Darug
elders Margaret Williams (left)
and Sandra Lee (right) are
descendants of the first
Aboriginal men to own land in
the colony: Colebee and
Nurragingy.Pictures: Carlos Furtado
MOST of the 12 hectares
granted to Darug men
Colebee and Nurragingy in
1816 will be developed for
housing and roads,
approved by Blacktown
Council when it zoned the
site in 2005.
About half the site — next
to Richmond Road, north of
Hassal Grove and Dean
Park, and running into
Stonecutters Ridge at its
northern end — is owned by
the RTA and the rest by the
Smith Family Trust and
Fatidin Pty Ltd.
The two private owners are
prepared to dedicate three
hectares of the site for con-
servation, if NSW National
Parks and Wildlife accepts
the deal.
That was the offer put to
the council’s historical com-
mittee last week: that or buy
the privately owned half for
$15 million.
Graham Wicks from the
Blacktown and District His-
torical Society said the
council had no excuse for
not knowing the import-
ance of the site or plans for
its future.
‘‘Seven years ago we were
discussing this. We provided
the documents that showed
it was going to be built on,’’
he said.‘‘All this time, we assumed
the council was looking out
for this.’’
The councillors blamed
the developers, first Medal-
list Developments, then
Legacy Property.
State planning laws put
responsibility for assessing
the heritage and archaeology
of the site with developers.
Cr Kathie Collins com-
pared that to ‘‘putting
Dracula in charge of the
blood bank’’.
Former Medallist director
and now director of Legacy
Property, Stewart Nettleton,
said his company com-
pleted an ‘‘exhaustive’’ con-
sultation process with
landowners, Aboriginal
groups and the council.
Mr Nettleton said parks and
street names would be dedic-
ated to the Darug people
when the site was developed.
Consecutive governments
and Blacktown councils
failed to save the land for its
historic and cultural value.
The Darug Tribal Abori-
ginal Organisation and local
historical societies recently
prepared a submission to
have the land put on the
State Heritage Register.
The council deferred a
decision to support the sub-
mission so it could investig-
ate whether it would affect
the development of
Stonecutters Ridge.
Differingviews mean
no one will
be happy
Director of Legacy Property
Stewart Nettleton: ‘‘I was
bemused to listen to councillors
say how important it was (that
the site be protected), when I
had sat there and watched as
three of them signed off on it
(being developed). We were
lauded as one of the first groups
to consult with any of the Abori-
ginal groups.’’
Blacktown Council: ‘‘The
Heritage Council has recog-
nised the development
potential of the land . . . The
status quo will be maintained
as if it were not a heritage item.’’
The Heritage Council: ‘‘We
consider it to be a symbolic
listing marking an important
landmark in the history of black
and white relations in Australia.’’
Darug elder Sandra Lee: ‘‘It
was written at the bottom of the
grant, ‘never to be sold’. I don’t
know how you can sell land that
never had a deed.’’
Historian Jack Brook: ‘‘This is a
sorry day for this city. The virtual
birthplace of Blacktown and its
close association with the Austra-
lian Aborigines has been trashed.’’
Cr Tony Bleasdale: ‘‘We are
outraged about why this
happened.’’
Cr Jacqeline Donaldson: ‘‘It’s a
fait accompli. It seems whenever
one of these historical sites
comes up it’s ‘woops, we can’t do
anything about that’. We need to
be more proactive.’’
V1 - SUBE01Z01MA
FRE
E
PH 1300 305 191 FAX 8944 9960WEDNESDAY, SEPTEMBER 17, 2014
YOUR COMMUNITY NEWSPAPER
THINGS HEAT UP FOR FIRIES >> P7LEO STEPS BACK IN TIME >> P5
THE SKY’S THE LIMIT >> P18
AIRPORT TAKES OFF P3
A BIRD IN THE HANDSTORY >> P8
Chickens help GeorgiahHatzigiagkos and Jolina Laylearn how to live in a moreenvironmentally friendly wayat Henbury School.Photo: KATRINA BRIDGEFORD
9 September 1839Darwin Port Corporation recognises the significance of the anniversary
of the arrival of HMS Beagle into the Port of Darwin, and its ongoing
role and achievements as a vital trading port for northern Australia. www.darwinport.nt.gov.au
PORT of DARWINCelebrating175 YEARS
Source : emma, 12 months to August 2014.
3
Community Newspaper Reach By State
NSW/ACT 1.73mVIC 1.39m
SA 405,000
WA 600,000
NT 22,000
QLD 607,000
TOTAL 4.8m
Community Newspaper Reach By City
Sydney 1.57m
Melbourne 1.27m
Brisbane 358,000
Perth 557,000
Adelaide 405,000
THINK LOCAL : Chapter 2 - The local connection
Source : The Local Newspaper Report, The Newspaper Works and Brand Navigator 2012 (readers of community newspapers).
7 The Local Newspaper Report, The Newspaper Works and Brand Navigator 2012 (readers of community newspapers). 8 CEASA, Advertising Expenditure in Main Media, 30 June 2014. 9 The Local Newspaper Report, The Newspaper Works and Brand Navigator 2012 (readers of community newspapers).
The emotional dimensionReaders say they “provide information that is relevant to me” (73%), “is a trusted source of information” (55%), “provides practical information” (63%), and “is an engaging source of information” (50%).
Leveraging powerFor brands with a local footprint, newspapers offer powerful marketing opportunities. Advertisers can take advantage of the high engagement and strong trust readers have in their local titles in two key ways:
1. Drive call-to-action through tactical advertising.
2. Create connections through community focussed brand advertising.
1. Drive store trafficThe Local Newspaper Report provides clear evidence that advertising drives footfall. Readers are: 7
More than three times as likely to visit a store or business because of a newspaper ad compared with one seen on local TV (62% vs 17% for local TV); and
More than 10 times more likely to enquire about a product or service as a result of a newspaper ad compared with outdoor advertising (61% vs 5%).
Key:
• Social media • Catalogues / flyers in letter box • Advice from friends / family
• Websites with local information • Outdoor advertising • Community newspapers
Relevant Trusted Practical & useful Engaging
16%
27% 28%
7%
73%
6%
27%
23%
55%
29% 29%
8%9%
63%
50%
13%
20%
25%
20%22%
30%
4%
14%
32%
4
2. Create connectionsAdvertisers need to look for every advantage they can find in creating connections with consumers because it’s a challenge to cut through the noise. With almost $13 billion was spent on advertising in the last financial year, consumers are bombarded with messages from hundreds of brands.8
Creating positive connections with a community demonstrates how a brand is part of our lives, serving as an effective way to created or reinforce trust.
The data shows that brands can use local newspapers to build their profile in a community. Readers are more than three times as positively disposed towards advertisers in local newspapers than those that advertise via letterbox flyers and catalogues (58% vs. 18% for letterbox flyers/catalogues).9
THINK LOCAL : Chapter 2 - The local connection
10 How Vodafone Australia is earning back trust one conversation at a time. Barbara Messer, ADMA Global Forum, July 2014.
Winning customer confidenceIn the study, How Vodafone Australia is earning back trust one conversation at a time, Barbara Messer outlines the serious network problems faced by Vodafone Australia between 2010 -2012.10
The result of these outages had dire consequences for the brand. Net Promoter Scores over the period fell considerably and the business haemorrhaged 1 million customers in 12 months. Kim Clarke, then Vodafone CMO, said in July 2014: “In essence, we went from being the most to the least trusted telecommunications brand in Australia.”
Case study:Vodafone used
local newspapers to improve brand
sentiment
The bond of trust between local papers and their audiences gives an effective platform for brands to reach consumers. Vodafone capitalised on this when it embarked on a campaign to win back customer trust following several well-publicised network failures.
Love hyper-localVodafone wanted to build on positive customer sentiment in these areas by promoting its newly improved service to win back market share. It invested in a highly-targeted, hyper-local media mix campaign incorporating local newspapers and outdoor advertising in specific localities
The campaigns announced Vodafone’s new 4G service and its additional coverage with clever, localised messaging.
Results The service improvements and subsequent local marketing activities provided strong results.
• 20 percentage point increase in network sentiment
• 10 point increase in trust
• 20 point increase in Net Promoter Scores
• 20 point increase in positive word of mouth
Brand consideration grew 27 per cent over the course of the transformation campaign.
Local newspapers played their role by providing Vodafone with a trusted platform that encouraged readers to reappraise the brand after a difficult period.
The trust factorVodafone launched a three-step brand program designed to rebuild trust.
• Address the root cause
• Know your strengths and leverage them
• Create an inside-out change program
The first step meant extensive improvements had to be made to the network and to the way the company interacted with customers.
Once these improvements were made, Vodafone identified five geographic areas in which service improvements led to significant increases in customer sentiment scores.
5
Connect with us for more insights and news about our industry:
If you have any questions or if you want to know more about how to apply the strategies discussed, please get in touch:
T (02) 9692 6300 | [email protected] | Level 2 60 Union Street Pyrmont, NSW 2009 Australia
The author: Adrian Fernandes is Research & Insights Specialist at The Newspaper Works.
He is an award winning researcher with over a decade of experience in advertising and brand research for leading market research agencies in Europe & Australia.
His previous experience includes 4 years at Fairfax Media as Consumer Insights Manager.