Archive for August, 2010

Proving the Power of Newspapers and their Websites

As part of their media buy to promote RSPs, Scotiabank advertised in newspapers and on newspaper websites during the competitive RSP season (which also happened to be during the 2010 Winter Olympics this year).  The combination of print and online helped boost spontaneous awareness of Scotiabank to 76%.  Its media agency highlighted that “marrying the two media, newspaper and online, further propelled our reach and effectively created synergy for the campaign.”

Read the full case study here.

Community Newspaper Surgeries

Professor Natalie Fenton from Goldsmith’s College in the UK has put forward an idea to encourage community news reporting amidst recent cutbacks in the British press industry.

Fenton suggests implementing news hubs, similar to Doctors Surgeries, where people with local stories can visit without appointment to provide journalists with information and even contribute their own pieces. She suggests that local authorities and the lottery, plus community newspapers themselves, donate funding to start these projects.

While it’s unlikely that this will become a reality in the near future, the idea is a valuable one. As a recent article about Fenton’s suggestion said, “A truly local paper is like a policeman on his beat (or that family doctor). It’s what helps local life go around. It opens a world of possibilities. And – golly! – it’s more important than 30% profit margins. Or, at least, it damned well should be.”

How Community Classifieds works

Classified ads are ideal for selling, buying, recruiting or informing in your local area. Yet they can often be overlooked as a method of advertising to a wider audience outside of your general geographical area.

Our online classifieds quotation system allows you to choose your target geographical location, the type of advert you would like to place (automotive, coming events, accommodation, for example), and your word count before calculating exactly how many readers you will save. We provide an overall estimation for your quote but, more than that, we also calculate how much each classified ad costs per paper, allowing you to further see the cost-effectiveness of our online classified advertising system.

Once you submit a quote using the online form, one of our representatives will call to arrange payment and confirm the final cost.

We have specially crafted our system with local newspapers throughout Canada so that the price you pay through Community Classifieds is significantly cheaper than the prices you would pay by approaching each newspaper individually.

Questions? Our trained representatives will be happy to further explained the classifieds process and even provide advice on which areas to target.

Local Newspaper Features Encouraging Community Spirit

As you may have read in our previous blog post, local newspapers provide cohesion and dialogue within a community. This does not just come from local reports by newspaper journalists on issues that matter to residents, or a letters page which allows residents to voice their opinions and interact with each other on recent stories. Many community newspapers also use editorial ideas or ingenious features to further increase the interaction between locals and the newspaper, and with each other.

Here are some of our favourites:

  • Salt Spring Driftwood features a “Rants and Roses” section in which residents can write in with their complaints about a local issue or give praise to an individual or organization that has helped them. Reassuringly the “Roses” always outweigh the “Rants” and provide an insight into how residents in the community look out for each other.
  • Lillooet Bridge River News gives voice to a “Vocal Local” each edition, giving a local resident, anonymous or otherwise, the opportunity to write about an issue important to them and the community in an editorial context.
  • Powell River Peak profiles five residents in each edition, taking a snapshot of them and asking them a simple question for “Speak to the Peak”. This not only helps to create dialogue within the community by expanding people’s knowledge of who’s who in the area, but demonstrates the wide range of views.
  • The Quesnel Advisor operates a similar feature, taking photos of three local residents in the midst of their working activities with a brief explanation of why they are in the news this week. Previous residents to be featured have included a Santa Claus fundraising money for animals, the organizer of a local Farmer’s market, and the famous Ronald McDonald.

We’d love to hear about what your local paper does to keep your community involved.