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:
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