The Reach of Local Alternative Publications

Whether it’s online or offline, consumers regularly access local sources for local news. In many cases, this includes alternative weeklies. A recent Media Audit report noted that many of these newspaper publications enjoy at least a 30% penetration rate. For online reach, the most successful sites report up to a 10% penetration rate.

One industry observer noted that consumers turn to these publications for information on the following:

  • Restaurants
  • Music
  • Concerts

Consider adding alternative publications to the media plan when you’re working with clients who want to reach local consumers.

Center for Media Research, 6.8.2008

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.