Local News Consumers Are Hungry For More

The Center for Innovation and Sustainability in Local Media released study this month that demonstrates the ongoing significance of local news as a crucial information source for many Americans. The report specifically investigates the characteristics of regular local news consumers, including their demographics, geographic location, political beliefs, and preferred media platforms. As the authors point out, despite declines in both the supply and demand of local news, a significant portion of the American public still consider their local news outlets as an important source of information.

According to The Center’s study, approximately 29% of Americans regard local news media as a favorite source of news. Survey respondents were asked to provide up to three preferred news sources. Of those who specified local news as at least one of their three preferred news sources, 82% named one local source, 15% named two local sources, and 3% named three.

The research highlights notable variations in the proportion of local news consumers across different social demographic groups, regions of the country, and political ideologies. The survey used data from a Gallup Panel that was designed with The Knight Foundation and distributed to 10,226 adults in the U.S. via mail and phone from July 30 through August 26, 2021. Researchers used weights provided by Gallup for gender, age, race, ethnicity, education, and geographic region based on the 2019 Current Population Survey

The Power Of Printed Circulars: Fueling Multichannel Success In Reaching Today’s Consumers

Print circulars may seem like an outdated promotional tool but recent studies show that consumers still rely on printed ads to inform their purchasing decisions. This is why a regional grocery chain has decided to reintroduce their printed circular after discontinuing it earlier this year. Consumer demand for print circulars remains strong, making them an essential component of retailers’ marketing strategies.

Navigating print and digital media in retail marketing strategies The significance of print circulars in retailers’ promotional strategies is well-established, but the current challenge lies in optimizing marketing efforts amidst the rise of digital engagement. As costs increase and profitability pressures mount, marketers are faced with the task of determining which media channels to prioritize. While print circulars remain a crucial component, finding the right balance between traditional and digital media has become a struggle. Some brands and grocers have made the mistake of overemphasizing digital media at the expense of print, resulting in a loss of customer shopping trips. It is crucial for marketers to conduct market-by-market analysis and focus on what actually works rather than solely relying on cost or other perceptions.

Consumer data supports the value of print advertising methods Today’s consumers are not bound by the medium when it comes to utilizing deals. They skillfully navigate between traditional and digital platforms, tapping into the strengths of both. While digital methods are undoubtedly gaining traction, the core message remains — printed circulars hold substantial value. According to the 2023 CPG + Grocery TrendWatch report from Vericast, 72%1 of consumers regularly look at ads that come in the mail, and 69%2 deploy circulars to strategize their shopping escapades.

Delving deeper, paper coupons continue to hold their ground:

• 67% of all consumers surveyed still use paper coupons

• 71% of parents continuing to rely on them

• 67% of Gen Z report using coupons

On the other side of the spectrum, the rise of digital coupons is unmistakable:

• 69% of consumers are embracing digital coupons

• 80% of Gen Z and millennial parents are utilizing them

• 76% of millennials and 75% of Hispanic consumers are also turning to digital coupons for saving

Taboola And Gannett Extend Content Partnership For Five Years

Taboola and Gannett have renewed their content partnership, agreeing to a deal that extends their 10-year relationship by five years.

Gannett has since 2103 used Taboola Feed, a feed that provides readers with personalized content, including video. Also, Gannett has implemented Taboola Newsroom, a solution that provides content-creation insights from Taboola’s dataset of nearly 600 million daily active users.

Under the new arrangement, Gannett will also add Taboola offerings such as Homepage For You, a platform that applies AI to power editorial recommendations on publisher homepages.

And, Gannett could adopt Taboola Turnkey, a new capability that gives premium publishers the ability to create trustworthy content that helps shoppers make purchase decisions. This would support Gannett’s consumer product review site, Reviewed, a part of the USA TODAY Network. “Taboola continues to help us test different content for specific audience segments for improved engagement through services like Newsroom and drive more valuable user engagement across our network of digital properties,” says Kate Gutman, senior vice president, Content Ventures at Gannett.

Gutman adds, “We’re looking forward to seeing how Taboola’s homepage-specific recommendations and ecommerce offerings can make us even more successful.”

“Gannett is taking a holistic approach to growth — from insights, to creating content that resonates, to getting additional ways to monetize their large audience,” says Adam Singolda, CEO and founder of Taboola.