Archive for the ‘Print Media’ Category

Community Newspapers – Snapshot of 2011

Newspapers Canada made a fun summary of the community newspapers survey results of 2011. Click here to view the pdf version.

Did you know that?

  • Every week in Canada, over 1,000 community newspapers circulate over 19 million copies in key metropolitan areas, rural and remote regions, and all areas in between;
  • Community Newspapers are able to target communities like no other medium and are often the only choice for local news and information relevant to readers in the community. They represent the neighbourhood they serve;
  • The readership of community newspapers is strong - 74% of adults are reading a community newspaper every week. Furthermore, community newspapers reach 77% of women—more than any other medium—a key demographic difficult to reach with other media;
  • Community Newspapers are trusted more than any other medium, 41% states that newspapers are the medium to check out ads;
  • The community newspaper’s websites are delivering local information to the community and the neighbouring region at the touch of a button, they become the town square online;
  • Community newspaper readers are committed to their papers with two-thirds reading all or most of the publication;
  • Readers on average share the paper with 2.4 additional readers;
  • Readers want the ads: Almost half of readers indicate there are days when they read the community newspaper as much for the ads as for the news;
  • Readers want the flyers: Community newspapers are a popular vehicle for inserts and advertising supplements. More than a third of readers cite flyers as one of their main reasons for reading their community newspaper.

If you are interested in more readership facts and wish to read the entire survey then click here to view the pdf.

Newspapers are THE Source for Product Information

According to a new study by the Canadian Council of Public Relations Firms (CCPRF), 86% of Canadians turn to newspapers to get more product/service information, when they consider buying a new product or service.

The study also shows that traditional media, such as newspapers, is a more preferred and trusted source for product information  rather than using new media sources such as company websites, blogs and social media.

The Canadian Council of Public Relations Firms (CCPRF) analyzed the dynamics of influence on the shopping habits of over 1,000 adults in September 2011.

Read more about the study here.

If you are ready to place a classified ad after reading this study then click here to start placing your order. With Community Classifieds you can make use of traditional media for just a fraction of the price.

The Value of Community Newspapers

We found a very interesting article on The Epoch Times. The article outlines a few valuable facts for small business owners when they consider including community newspapers in their advertising plan:

  • Readers will pass on their community newspaper to at least 2 people;
  • Readers spend almost 40 minutes with the content of community newspapers;
  • Expect a long shelf life;
  • Best read sections contains: classifieds, local sports, shopping ads and educational & business issues impacting the community;
  • Readers of community newspapers prefer to get their news via the newspaper than online;
  • People who have been hit by the downturn in the economy are reading newspapers to aid in their job search.

Community newspapers could be a good fit to capture buyers of your product(s) or service(s). Community Newspapers have the latest information about the community and they inform readers of all ages.

Business owners should keep in mind the pro’s of community newspapers and the consumer’s behaviour and interests when they come to decisions regarding advertising/marketing.

Are you interested in placing a classifieds ad after reading this blog post? Then click here to generate your quote and to find out what is the best way to reach Canadians!

To read the full article, please click here.

Sailing/Selling Close to the Wind

Here’s a fun read  for sales people, ad/media buyers and other newspaper advertising professionals.

If you are familiar with sailing, you know that you can’t sail into the wind. You can sail at angles to the wind, and you can sail with the wind behind you, but it’s physically impossible to sail directly into the wind. If you try to sail too close to the wind, the boat will go “into irons.” Your forward progress will stop, the sails will flap loudly, and the boat may even move backwards.

Experienced sailors have been in irons enough times to know how to avoid it – and how to get going again, after stalling on the water. They can tell by the feel of the boat when to make adjustments in rudder and the sail. It’s all part of sailing.

Sailing and selling have a lot in common. In a sales presentation, it’s also impossible to sail directly into the wind. If your prospect is countering what you are trying to communicate, you have to adjust to the situation and change direction.

While some resistance comes in the form of clearly stated objections (“The price is too high.”), other negative reactions can be expressed in non-verbal terms (such as frowns or closed body language) or general disagreement. Here are some steps to keep in mind, as you adjust your sails:

1. Acknowledge the issue. This brings to mind the standard Feel-Felt-Found formula (“I understand how you feel. Many others felt the same way, until they found…”). While this three-step formula can be effective in addressing specific objections, it has been around for so long that many prospects have heard it hundreds of times.

Even so, the formula emphasizes the importance of getting in step with your prospect. Instead of saying “I understand how you feel,” say something like, “I understand completely that this issue is important to you.”

2. Say why you understand. This goes beyond Feel-Felt-Found – and adds depth to your response. For example, you can say, “This issue is important to you, because you want to make the best use of your budget (or another stated issue). It’s serious business to consider the possibility of re-allocating those funds.”

3. Ask for clarification. Encourage him or her to expand on the issue. Say something like, “If you don’t mind, help me better understand your ideas on this.” You can even restate the other person’s concern and ask if your impression is correct.

4. Listen carefully. This is crucial. For years, sales people have been programmed to talk. But in this case, talking is equivalent to aiming into the face of the wind. You’ll go into irons, for certain.

Drill down. Without pushing, keep probing for clarification. Sometimes, you can simply say “Hmmm” in a curious, non-threatening tone of voice.

5. Look for points of agreement. As you listen and learn, you may find that the other person’s resistance is not as much of a deal breaker as you initially thought.

By taking a non-confrontational approach, you’ll put some wind back into your sails.

(c) Copyright 2012 by John Foust. All rights reserved.

John Foust has conducted training programs for thousands of newspaper advertising professionals. Many ad departments are using his training videos to save time and get quick results from in-house training. E-mail for information:

How Community Newspapers Get From the Newsroom to Your News Box

Last Wednesday, the Sooke News Mirror published an interesting article that we enjoyed reading. The article describes the history and the production process of some local BC community newspapers. People read their community newspaper every week or even every day but how do the newspapers actually get from the newsroom to your news box?

The story goes back to 1976 when Verne Percival and associates started the Goldstream Gazette. At the time all the printing was contracted out up island so in 1981 they decided to start a press in Sooke to print their own newspapers: The Goldstream Press was born. Besides producing the Gazette it also took on printing jobs for the Mirror and several other south Island papers.

The Goldstream Press stayed in Sooke for five years, as this was the minimum stipulated time for a new business receiving a federal grant. It then decided to relocate to Victoria because most of their print was in Victoria and surrounding areas. These days, The Goldstream Press can be found in Saanich where it continues to print the Goldstream Gazette, the Sooke News Mirror, and all the weekly and bi-weekly Black Press publications south of Duncan.

Now what goes on actually inside of this massive building where the local newspapers get printed? A staff of about 70 people takes on different shifts (day and night) and they look after running the printing machines, inserting fliers, packaging up bundles, looking after deliveries and a myriad of other duties.

Heavy machines, giant cylinders, lots of paper and ink, hot plates of 250 degrees and “flyboys” make it happen that the community can read their local newspaper.

On the flip side, we shouldn’t forget the newspaper carriers who deliver the newspapers to the mailboxes. International Newspaper Carrier Day is coming up soon on October 8, 2011!

Click here to read the full article in the Sooke News Mirror and click here to learn more about International Newspaper Carrier Day.

Students Write Their Own Future in Journalism

Our latest blog post discussed the multi-tasking of community newspaper journalists. The Publisher – a publication from the Canadian Community Newspaper Association – recently featured an article discussing this model, and the importance of journalism students to learn entrepreneurial skills as well as practiced reporting abilities. It reads, “Today’s newsrooms are looking for journalism school graduates who can write, photograph, tweet, text, and generally move in and around the new news ecology with ease, style and skill.”

Jeff Jarvis, associate professor and director of the Interactive Journalism Program at City University of New York (CUNY) Graduate School of Journalism, has created a program focusing on just this. He believes that young journalists will face careers different from those in the past and, as such, schools should reflect this by providing tools to create one’s own opportunities and deal with the evolving nature of newsrooms and the media.

For community newspapers, this wide base of training promises a new era of journalism and forward-thinking that can create even stronger community connections and news-telling opportunities, both on and offline.

Developing Practices in Community Newsrooms

Newspapers Canada recently released “Newspapers Online: A survey of practices in daily and community newspapers.” The published results are fascinating and further elucidate the multi-talented and integrated approach community newspaper journalists take when interacting with their local area to create each newspaper.

Some interesting statistics from the survey include:

- More than 72 percent of community newspaper journalists are expected to help design the page layout for their newspaper on a regular basis.

- 70 percent of journalists are expected to add stories to the newspaper’s online site.

- Currently, just 32.6% of journalists are asked to tweet and engage in social media activity on a regular basis.

“Newspapers Online” accurately reflects the continuously shifting requirements of news rooms that are increasingly filled with reporters skilled in not only writing but also web design, photography, graphic design and management. The ability of community newspaper staff to perform such dynamic roles is one of the reasons that such in-depth and reflective stories about the community can be filed and printed with quick turnaround times.

For more information about the study, go to

Tweets Showing Success of Community Newspapers

We recently wrote a blog post about the Canadian Newspaper Association and the Canadian Community Newspapers Association joining forces to produce an in-depth resource for both consumers and the industry. Already we have found the wide variety of newspaper-related articles on the site extremely useful. One in particular that caught our eye is 20 facts that showcase newspapers vitality in 140 characters or less.

Here at Community Classifieds we take pride in connecting with newspaper readers, journalism students, advertisers and industry workers using Twitter. In fact, it’s through this medium that we have recently arranged a number of classified ads and even found a new, in-depth study of the industry. The following list is a great resource, ideal for the communications medium of Twitter.

The list shows that newspapers are not only successful in Canada as a result of circulation or quantity. On the contrary: one of the reasons community newspapers – and classified ads in them – are so successful is because of the interaction between them and the reader. Readers spend 48 minutes with their daily newspaper on a weekday and 68 minutes on a Saturday. And, 3 out of 4 Canadians read daily print newspapers each week. These statistics show a huge level of engagement.

Check out the other 18 tweets below to find out more about the industry. We think you’ll be surprised by some of them.

20 facts that showcase newspapers vitality

77% of Canadians see newspapers as not just printed products but websites and moblie sources of news.

Source: Totum Research 2010

There are 95 daily newspapers in Canada and over 1,100 community newspapers.

Source: Newspapers Canada 2010

Almost half of Canadians read a daily print newspaper on a weekday.

Source: NADbank 2009

Daily print newspapers are read by 3 out of 4 Canadians each week.

Source: NADbank 2009

Daily print newspaper readership over the past five years has been stable.

Source: NADbank 2009

Readers spend 48 minutes with their daily newspaper on a weekday (same as 2005) and 68 minutes on Saturday.

Source: NADbank 2009

Community newspapers are read by 74% of Canadians (any of the last 4 issues).

Source: ComBase 2008/2009

79% of online newspaper readers also read the print edition of the newspaper.

Source: NADbank 2009

Consumers indicate reading print media is a more important activity than social media.

Source: Ofcom 2010

Print media has almost twice the daily reach of social media.

Source: Ofcom 2010

Advertising in newspapers is welcomed vs. other media where the ads are not as well accepted.

Source: Totum Research 2010

Advertising in newspapers is trusted more than any other medium.

Source: Totum Research 2010

Newspapers (and their sites) are the primary medium for checking ads.

Source: Totum Research 2010

58% report that ads in newspapers and their sites are most likely to help source a bargain (more than any other media.)

Source: Totum Research 2010

After seeing/reading something in the printed newspaper, 68% of Canadians go online to garner more information.

Source: Totum Research 2010

Ads in newspapers (and their sites) are most likely to inspire purchase vs. other media.

Source: Totum Research 2010

Canadian papers use suppliers that regenerate forests: illegal loggers don’t and are an important contributor to green house gas emissions.

Source: Forest Products Association of Canada

Newspaper suppliers in the Canadian forest industry have reduced green house gas emissions by 10 times what is required under Kyoto.

Source: Forest Products Association of Canada

Vegetable inks are used in the printing of most newspapers in Canada.

Source: Sun Chemical Inks (largest ink supplier to the newspaper industry in Canada)

Canadian newspapers are recycling pioneers and we achieve one of the highest product recycling rates as over 80% of newspapers are recycled.

Source: Forest Products Association of Canada

Canadian Newspapers Demonstrate Strength with New Site

The Canadian Newspaper Association (CNA) and the Canadian Community Newspapers Association (CCNA) recently presented a new name, logo and website that will be used to represent the newspaper industry in Canada.

Both the CNA and CCNA continue to remain as separate organizations. However, their overarching title of ‘Newspapers Canada’ – and the associated website – will be used as a one-stop shop for information related to the industry. provides a wide range of information resources for both the public and industry, including recent circulation figures, recent news, readership research and even the history of newspapers in Canada.

This collaboration between the CNA and the CCNA demonstrates a strength in the newspaper industry and a promise to deliver news across multiple platforms. It heralds a successful 2011 for the news media in Canada, during which the combination of print and online journalism will be uniquely paired.

Print Preferred

Media Guardian recently published an interesting – and reassuring – article about the finds of an Ipsos survey about adults’ newspaper purchasing choices. The results bring good news for the printing industry and newspaper owners who rely on printed formats.

63 per cent of online adults said they would prefer to access their newspaper of choice by buying the printed copy than going online. Only 11 per cent said their first choice would be to access it digitally.

A similar survey of 2,160 UK adults, conducted by YouGov, found that 60 per cent of adults think it is worth paying for a “good newspaper”.

The figures are a positive sign for both local newspapers and classified ad customers, showing that while new media and technological advancements are changing the industry, people still value the tactile and relaxing experience of “sitting down with the paper”. What’s more, this trend means that Classified ads will likely be viewed more than once.

Here at Community Classifieds we think we have the best of both worlds: we have embraced online technology to provide a cutting-edge booking system for our customers while supporting the printed newspaper industry in communities throughout Canada.