Consumer Catalyst

Research exploring the power of local media, in print and online.

Local news media, in print and online, is the most effective combination for driving consumer action, with readers more than twice as likely to act on the advertisements than those on TV and social media, the Consumer Catalyst study from Think Media has found.

Key findings

  • Readers are more than twice as likely to act on ads in local media than ads on TV and social media.
  • Local media - in print and online - is the most effective combination for driving consumer action.
  • Local media is nearly four times more trusted to provide relevant information about the local area than commercial TV and radio.

People still live their lives close to home, spend half or more of their time within:

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Local media is an action medium, consumers are more than twice as likely to act on ads in local media (51 per cent) than ads on TV (23 per cent), magazines (19 per cent), social media platforms such as Twitter and Facebook (14 per cent) and commercial radio (14 per cent).

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