Downloaded 11 times
Uploaded byPresented.
The Local Connection (Presented)
This document discusses the benefits of local media. It outlines three key benefits: 1) local media provides a trusted environment for readers since it focuses on local issues, 2) it has inherent affinity with local audiences since people are interested in news and issues close to home, 3) local media influences decision making and drives action among local audiences since it focuses on information directly relevant to them. The document also discusses different audience clusters for local media, including rural readers, suburban boomers, thrifty 50s, and city dwellers.
The Local Connection (Presented)
- 2. WE ARE LOCALMEDIA
- 3. LOCAL MEDIA: THREEKEY BENEFITS
- 4. Source: Future Foundation THEINCREASING IMPORTANCE OF LOCAL
- 5. Source: IPA Touchpoints4 A TRUSTED ENVIRONMENT LIKE NO OTHER
- 6. Source: IPA Touchpoints4 A TRUSTED ENVIRONMENT LIKE NO OTHER
- 7. Source: IPA Touchpoints4 A TRUSTED ENVIRONMENT LIKE NO OTHER
- 8. Source: IPA Touchpoints4 A TRUSTED ENVIRONMENT LIKE NO OTHER
- 9. Source: IPA Touchpoints4 A TRUSTED ENVIRONMENT LIKE NO OTHER
- 10. Source: IPA Touchpoints4 A TRUSTED ENVIRONMENT LIKE NO OTHER
- 11. Source: Newspaper Society– Loving Local Survey PROVIDES INHERENT AFFINITY
- 12. Source: Newspaper Society– Loving Local Survey PROVIDES INHERENT AFFINITY
- 13. Source: Newspaper Society– Loving Local Survey A MORE RECEPTIVE AUDIENCE
- 14. Source: Newspaper Society– Loving Local Survey INFLUENCES DECISION MAKING
- 15. LOCAL MEDIA: THREEKEY BENEFITS
- 16. Source: IPA Touchpoints4 Expanded Hub. Base: AIRfor newspapers, weekly reach for other media. Local excludes London papers/Daily Record/Metro. LOCAL MEDIA LEADS THE CONVERSATION
- 17. Source: Newspaper Society– Loving Local Survey DRIVES ACTION
- 18. Source: Newspaper Society– Loving Local Survey DRIVES ACTION
- 19. LOCAL MEDIA: THREEKEY BENEFITS
- 20. Source: Rural InnovationReport RURAL READERS Rurally based Country pursuits Organic food preferences Local suppliers 4 AUDIENCE CLUSTERS
- 21. Source: Rural InnovationReport RURAL READERS Rurally based Country pursuits Organic food preferences Local suppliers SUBURBAN BOOMERS Family household Proud home owners Very industrious Value independent Financially stable 4 AUDIENCE CLUSTERS
- 22. Source: Rural InnovationReport RURAL READERS Rurally based Country pursuits Organic food preferences Local suppliers SUBURBAN BOOMERS Family household Proud home owners Very industrious Value independent Financially stable THRIFTY 50S Scattered neighbourhoods Price driven Careful with money Holiday in the UK Approaching retirement 4 AUDIENCE CLUSTERS
- 23. Source: Rural InnovationReport RURAL READERS Rurally based Country pursuits Organic food preferences Local suppliers SUBURBAN BOOMERS Family household Proud home owners Very industrious Value independent Financially stable THRIFTY 50S Scattered neighbourhoods Price driven Careful with money Holiday in the UK Approaching retirement CITY DWELLERS Established big town/cities Younger audience base Population is quite transient High take up of technology 4 AUDIENCE CLUSTERS
- 24. BESPOKE CREATIVE FOREACH LOCALITY
- 25.
- 26.
- 27.
- 28.
- 29. AUDIENCE CONTENT CREATORSMEDIA CONSUMPTION 10m 11m 20m 8m 10% 90% 75% 25% 10% 90% 50%50% DIGITALPRINT DIGITALPRINTUSERSJOURNALISTS OUR VISION
- 30.