1. Community Newspapers Drive Results Engagement 2017
This is the second Community Newspapers Drive Results study – the first was released in Spring This is also the second community newspaper research study funded by the Department of Canadian Heritage and the Collective Initiatives Fund.
These results reinforce the strong engagement that Canadians have with their community newspapers across the country.

2. Community Newspapers Drive Results Engagement Study Objectives
Profile community newspaper readers.
Examine readership by platform – print, web, phone, tablet.
Measure engagement with community newspapers
Time spent with print and digital community newspaper
Reasons for reading community newspapers
Source of information about local community news and information
Trust in advertising
Actions resulting from exposure to newspapers

3. Nationally Representative Sample
Study Details
Study Timing
December 2016
Online Panel
UThink
2,403 Canadians surveyed
1,065 printed and/or digital community newspaper readers;
495 buyers of new vehicles in past 2 years
National Scope
78% English / 22% French
Study Management
Totum Research
Nationally Representative Sample
Men 50%, Women 50%
18-34: 29%, 35-49: 26%, 50-64: 27%, %
West 31%, Ontario 39%, Quebec 23%, Atlantic 7%
Margin of Error
±2.0% at the 95% confidence level
This follow up survey primarily examines readers of printed and digital community newspapers as well as new vehicle buyers (in the past 2 years).
Just over 2400 online interviews were conducted with Canadian adults 18+ across the country, in large and small markets, in English and French. The sample is representative of the Canadian population and balanced by gender, age and geographic region.
This project was produced with the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage. The content of this study represents the opinions of the authors and does not necessarily represent the policies or the views of the Department of Canadian Heritage or the Government of Canada.

4. Community Newspapers Drive Results
Eight in ten community newspapers readers access content across all platforms.
More than four in ten community newspaper readers access content across ALL FOUR platforms (print, desktop/laptop, tablet, phone).
Community newspaper engagement is strong.
Time spent with the printed paper little changed
Local information main reason for reading
Favourite source for local news and information
Community newspaper ads most trusted
Readers respond to advertising
A key area of focus in this survey is to explore engagement with community newspapers, in terms of content as well as advertising.
Community Newspapers Drive Results 2017, Totum Research

5. Profile of Community Newspaper Readers
MALE
50%
MARRIED
64%
BOOMERS
(52-70 years)
33%
Millennials (29%)
BUSINESS
DECISION MAKERS*
41%
INFLUENCERS
44%
AVERAGE HOUSEHOLD INCOME
$80,341 NO
CHILDREN IN HOUSEHOLD
66%
Average Household Income (Adult 18+) = $77,606
Average Household Income (community newspaper readers) = $80,341 (Index 104)
Influencers are:
Trusted by others
Early adopters
Consumers often trust recommendations from a third party more than a brand. Having readers who are Influencers is an asset. True influence drives action, not just awareness.
Definition – survey asked FIVE questions – respondents who Agreed (somewhat/strongly) with 3+ statements defined as Influencers:
Find a new product and typically recommend it to others (72% of community newspaper readers)
Keep informed about new products and services (66%)
People frequently ask for my advice (44%)
Always the first to try new products/services (31%)
Frequently share information about products/services on social media (28%)
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers
*Business Decision Makers = professionals, senior management/executives and business owners/self employed

6. Community Newspaper Readers Access Content Across All Platforms
Eight in Ten Readers Choose Print
44% of community newspaper readers use ALL FOUR platforms.
82% of all community newspaper readers read the Printed Newspaper
73% of all community newspaper readers read on their Desktop/Laptop
71% of all community newspaper readers read on their Smartphone
60% of all community newspaper readers read on their Tablet
44% of all community newspaper readers read on ALL FOUR platforms
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers

7. Multi Platform Readers
BOOMERS
MILLENNIALS
BUSINESS DECISION MAKERS*
HHI $100K+
88%
63%
73%
57%
75%
88%
74%
64%
83%
82%
79%
61%
83%
78%
76%
74%
PRINT
PHONE
WEB
Readership by platform varies with different demographic groups.
Boomers prefer to read in print – 88% of community newspaper readers who are Boomers (age 52-70) read the printed version
Millennials prefer to read on their phone – 88% of community newspaper readers who are Millennials (age 18-34) read on their phone
Business Decision makers choose Print and Phone – 83% of community newspaper readers who are Business Decision Makers read in Print – they have a need for news from a trusted source.
High Income Earners choose Print first – 83% of community newspaper readers with incomes over $100K read in Print
TABLET
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers
*Business Decision Makers = professionals, senior management/executives and business owners/self employed

8. Multi Platform Readers
44% of community newspaper readers access content on ALL FOUR platforms
BOOMERS
MILLENNIALS
BUSINESS DECISION MAKERS*
HHI $100K+
44% of all community newspaper readers (print/digital) read on ALL FOUR platforms. This varies by demographic target as well.
Millennials index higher than Boomers for accessing newspaper content on multiple platforms.
High income earning community newspaper readers are the most likely to read on ALL FOUR platforms – 25% more likely than the average community newspaper reader (55% of these high income earners are reading on all platforms)
These readers who choose all four platforms are more likely to be:
Male (index 109)
Millennials (index 111)
Have Children (index 115)
Be Influencers (index 120)
Have household incomes over $100K (index 125)
41%
49%
49%
55%
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers
*Business Decision Makers = professionals, senior management/executives and business owners/self employed

9. Media Engagement is Important
The primary goal of advertising is
to reach a defined audience to
affect behaviour and influence
potential consumers.
Engagement:
Shows readers are paying attention.
Demonstrates a level of connection.
Sets the stage for influence to occur.
Necessary for community to form.

10. Community Newspaper Engagement
Time spent with a printed community newspaper is virtually unchanged compared with two years ago.
Time spent with digital community newspaper content has increased significantly compared with two years ago.
The predominant reason for reading a community newspaper is local news.
The printed community newspaper is the favourite source of local news and information.
64% spend about the same amount of time or more with their printed community newspaper.
72% spend about the same amount of time or more with their digital community newspaper.
91% of printed community newspapers readers and 87% of digital community newspaper readers read for LOCAL information – local news, entertainment, events, editorial, sports
Printed community newspapers, along with local TV and local radio are the top three sources of local community information. And in smaller markets (less than 100,000 population) the printed community newspaper is the only medium used MORE than in larger markets.
When asked to choose a single FAVOURITE source of local news and information, more people choose the printed community newspaper.
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers

11. PRINTED Community Newspaper Engagement Time Spent Reading (vs
PRINTED Community Newspaper Engagement Time Spent Reading (vs. 2 years ago)
The time spent with a printed community newspaper is little changed compared with two years ago.
64% spend about the same amount of time or more with their printed community newspaper.
About the same
41%
More Time
23%
Less time
36%
Respondents are asked about time spent with their printed community newspaper compared to two years ago. Time spent in minutes is a difficult measure when newspapers across the country are of different sizes and take varying lengths of time to read fully.
In 2017 this study asked about printed and digital newspapers separately, a change from the previous year’s study.
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers

12. DIGITAL Community Newspaper Engagement Time Spent Reading (vs
DIGITAL Community Newspaper Engagement Time Spent Reading (vs. 2 years ago)
The time spent with digital community newspaper content has increased significantly compared with two years ago.
72% spend about the same amount of time or more with their digital community newspaper.
More Time
39%
About the same
33%
Less time
17%
Respondents are asked about time spent with their digital community newspaper compared to two years ago. This is the first time the study asked about time spent with digital newspapers, as the 2016 study asked only about printed newspapers.
The majority of respondents reported that they spent MORE time with digital community newspapers vs. two years ago. This is not surprising given the growth over the past 2 years in digital editions as well as mobile access.
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers

13. Reasons For Reading

14. PRINTED
Community Newspaper Engagement Reasons for Reading Printed Community Newspaper
91%
63%
55%
Local
Information*
Advertising*
Classified/Employment/
Real Estate
Printed community newspaper readers are reading for
local information as well as advertising.
Almost two thirds of readers (63%) want to see advertising in their printed community newspaper.
Regardless of community size/population, LOCAL is still a key reason for reading community newspapers.
91% of printed readers read for LOCAL information (local news, local sports, local events, local entertainment, local editorial).
Almost two thirds (63%) read for Advertising (ROP and/or Flyers/Inserts). More than half still read printed community newspapers for Classified Ads, Employment and Real Estate.
Community Newspapers Drive Results 2017, Totum Research
Base: Printed community newspaper readers
* Local Information=Local News, Editorial, Sports, Entertainment, Events; Advertising=Advertising in the paper, Flyers/Inserts

15. DIGITAL
Community Newspaper Engagement Reasons for Reading Digital Community Newspaper
87%
63%
58%
Local
Information*
Advertising*
Classified/Employment/
Real Estate
Digital community newspaper readers are reading for
local information as well as advertising.
Nine out of ten digital readers want to see local information in their online community newspaper.
The reasons for reading the digital version of community newspapers are not that much different than for the printed version. There is a slight drop in Local Information and a slight increase in Classified Ads, Employment and Real Estate. Advertising is the same.
Community Newspapers Drive Results 2017, Totum Research
Base: Digital community newspaper readers
* Local Information=Local News, Editorial, Sports, Entertainment, Events; Advertising=Advertising in the paper, Flyers/Inserts

16. PRINTED
Community Newspaper Engagement Reasons for Reading Printed Community Newspaper
Local news is the most popular reason for reading printed community newspapers.
In total, 91% of print readers read for LOCAL information. This chart demonstrates the different types of local information measured. Local News is the top local category followed by Local Editorial.
The same data is available for digital newspapers:
Local Editorial = 46%
Local Sports = 25%
Local Entertainment = 49%
Local Events = 43%
Local News = 70%
Community Newspapers Drive Results 2017, Totum Research
Base: Printed community newspaper readers

17. PRINTED
Community Newspaper Engagement Reasons for Reading Printed Community Newspaper
Almost six out of ten (56%) readers want the flyers/inserts in their printed community newspapers.
Almost two thirds (63%) of printed community newspaper readers chose Flyers/Inserts or ROP Advertising as their reasons for reading. Not surprising that more than half of readers choose Flyers and Inserts as their reason for reading. The printed flyer habit is well entrenched with community newspaper readers. What may be surprising to some is that Classified Ads are cited by 39% of print readers as a reason for reading.
The same data is available for digital newspapers:
Flyers/Inserts= 55%
Advertising in Paper = 24%
Classified Ads = 41%
Employment = 22%
Real Estate = 25%
Community Newspapers Drive Results 2017, Totum Research
Base: Printed community newspaper readers

18. Top Three Media for Local Information
Community Newspaper Engagement
Top Three Media for Local Information
Printed community newspapers
Local television news broadcast
Local radio broadcast
In smaller markets* the printed community newspaper is the only medium used MORE for local information.
To really get a sense of where Canadians look for local information the study asked about a number of sources of local news and information, in addition to people’s reasons for reading.
To be fair and avoid bias this analysis is based on ALL respondents in the study, not just community newspaper readers. Regardless of market size Newspapers, Television and Radio top the list of media sourced for local information. In smaller communities the order of these media shifts.
All Markets Markets <100K Population
Printed community newspaper 53% 60%
Local TV news broadcast 55% 47%
Local radio broadcast 51% 48%
Word of mouth 55% 53%
Internet search engine 58% 53%
Community Newspapers Drive Results 2017, Totum Research
Media sourced once per week or more for local information; *Communities with populations less than 100,000

19. Favourite Source of Local News and Information
Adults in smaller communities are far more likely to choose community newspapers as their favourite source for local news and information.
And when asked for a SINGLE favourite source of local news and information the clear choice was PRINTED COMMUNITY NEWSPAPERS.
Even though there may be a number of different sources of local information, the printed community is the favourite, likely because of the many local areas of coverage that we saw in the reasons for reading.
Community newspapers are a credible, trusted, consistent source of local information.
Population <100K
Population 100K+
Community Newspapers Drive Results 2017, Totum Research

20. Community newspaper readers are responsive to advertising content.
Response to Advertising in Community Newspapers
Trust in Advertising
Readers trust advertising in community newspapers more than in any other medium.
Traditional / Digital Formats
Ads in community newspapers outperform other media, in print and digital formats.
Take Action on Ad Content
Community newspaper readers act on ads they see.
The next few slides focus more on advertising – trust in advertising formats and action taken as a result of ad exposure.
Community newspaper readers are
responsive to advertising content.
Community Newspapers Drive Results 2017, Totum Research

21. Ads in Newspapers are Most Trusted Trust Advertising Content
Ads in Physical or Digital Format
49%
44%
40%
39%
Newspaper
Television
Radio
Magazine
This analysis is also based on the full sample of 2403 respondents instead of just community newspaper readers to avoid bias.
Trust is a hot topic in Newspapers (in print and digital formats) top the list for trusted advertising content. The top four are shown here and they are the traditional media including their digital properties.
Digging a little deeper the data shows that
Millennials are more trusting of media in general – typically 15-30% more than the average adult 18+.
Boomers on the other hand are less trusting of advertising content (about 10% less than the average adults).
Influencers are the most trusting of all media – 40% more than average for traditional media and 70% more than average for digital media.
Community Newspapers Drive Results 2017, Totum Research
*trust advertising content – top 2 responses Completely/Somewhat

22. Printed/Digital Newspaper Advertising Most Trusted Trust Advertising Content%
This slide details all the media, broken out by their traditional and digital platforms. And again, newspapers top the Trust list in both printed and digital formats.
Google would be included under Search Engine (28%) and Facebook would be in Social Media (23%).
Community Newspapers Drive Results 2017, Totum Research
*trust advertising content – top 2 responses Completely/Somewhat

23. Community Newspaper Readers Respond to Advertising
Action Taken as a Result of Seeing an Ad
PRINT
DIGITAL
68%
51%
44%
60%
57%
45%
54%
58%
45%
53%
Became aware of product, service, sale
Gone online to find more info on product/service
Looked for more offline info on product/service
Visited a store in person or online
This analysis is based specifically on community newspaper readers (printed/digital).
Community newspaper readers take action based on advertising in their paper.
More than two thirds of print readers became aware of a product, service or sale based on ads in their paper.
Six out of ten print readers visited a store (in person or online) or bought a product or service.
Digital readers are more likely to go online to find out more information or refer an ad to someone else.
Advertisers need to convince consumers to act. To do that they need to:
Reach the right audience
With the right message
At the right time
Via the right channel.
Advertisers need accurate data from trusted media to make informed decisions.
Bought a product or service
Referred an ad to someone else
Community Newspapers Drive Results 2017, Totum Research
Base: Printed and/or digital community newspaper readers

24. Community Newspapers Drive Results
Eight in ten community newspapers readers access content across all platforms.
More than four in ten community newspaper readers access content across ALL FOUR platforms (print, desktop/laptop, tablet, phone).
Community newspaper engagement is strong.
Time spent with the printed paper little changed
Local information main reason for reading
Favourite source for local news and information
Community newspaper ads most trusted
Readers respond to advertising
Key facts about community newspaper engagement.
Eight in ten community newspaper readers access content across multiple platforms (print, computer, phone, tablet).
More than four in ten community newspaper readers access content on ALL four platforms.
Community newspaper engagement is strong based on time spent with the paper. Readers want LOCAL information and the preferred choice is the printed community newspaper, likely because the paper provides advertising in a trusted environment. Community newspaper readers not only want advertising, but they respond to it with action by looking for more information, visiting stores, making purchases or referring ads to others.
Community Newspapers Drive Results 2017, Totum Research

25. Community Newspapers Drive Results Engagement 2017