Effectiveness

People live their lives locally. Independent research in 2005 (GFKNOP) revealed:

• 82% of people spend half or more of their time within 5 miles of home.
• This rises to 89% for a distance of less than 10 miles.

And local newspapers play a central role in helping them to feel part of their community. Independent research in 2008 suggests that, in Scotland, local media (local newspapers and their websites) have an important role to help people get to know others in their area:

• 32% chose the local newspaper or local newspaper website as their preferred media choice to acquire such information.
• Only 1% chose a national newspaper.

Local newspapers are well read, relied on for news not available elsewhere and help readers make the best of their local area (GFKNOP 2005):

• 90% read half or more of their local paper.
• 58% rely on their local paper for news they can't see elsewhere.
• 52% say their paper helps them make the best of their own area.

Because people live their lives locally, it's no surprise that some 71% (GFKNOP) of those looking for a job want to stay in their own area. Which helps to explain why:

• 51% turn first to their local paper to find out about job vacancies.