1. 86% of Adults 18+ read a newspaper in traditional or online format in the last week.
While narratives suggest that newspaper readership is in decline, the results of the latest Totum Research study (2025) show that newspaper engagement levels haven’t changed in decades.
|
2. Readership of traditional format newspapers amongst younger generations is increasing.
Younger generations (Gen Z and Millennials) are engaging more with newspapers in traditional formats (print/e-editions) supporting the desire for trusted sources of information, authenticity and community connection.
These digital natives that have grown up learning media literacy skills that encourage checking multiple sources and find printed newspapers provide a welcome break from screens.
|
3. Canadians trust newspaper content.
Two thirds of Canadians trust newspaper content in printed newspapers/ E-editions.
Editorial content in printed newspapers and their digital products (including E-editions) is clearly the most trusted.
57% of Canadians trust editorial content news media websites (digital newspapers) but only 27% trust in Facebook/Instagram content.
|
4. Advertising works best in trusted environments.
When audiences believe in the credibility of the media, that trust extends to the ads they see, boosting attention, engagement and recall, creating a safe space for brands.
Advertising in printed newspapers/E-editions is trusted more than any other single format. (60%)
And advertising on news media websites is the most trusted digital format (53%)
|
5. With E-editions your print campaign is also your online campaign.
For many newspapers, the E-edition, due to its concise and curated packaging, is emerging as a preferred platform for engaging readership online. Unlike generic online traffic, E-edition readership can be qualified and verified and ads E-editions often offer the very same analytics as typical online ads do, all for the cost of a print ad.
|
6. The ‘Halo Effect’.
Readers transfer their deep trust of the local journalists that write for the newspaper and live in it’s community to the advertisers that appear alongside their stories. They become de facto ‘community members/supporters’.
|
7. Verified audience.
Unlike page views and impressions, a newspaper’s audience is qualifiable at geographies that matter to advertisers. No guessing where your message is actually appearing or who it is reaching. Newspaper circulations are verifiable and make targeting deadly accurate.
|
8. Printed newspaper readers prefer to buy products and services from local or national retailers rather than major online only retailers.
41% prefer to buy products from local stores or dealers (in-store or online), 34% prefer to buy products services from large national chains or big box stores, 13% prefer to buy from major online retails like Amazon etc., 12% have no preference.
|
9. Readers support advertisers.
When asked “How important is it to Buy Products or Services From Companies That Advertise in the Local Newspaper” 59% of Canadians said it was either Somewhat or Very Important to Buy From Companies That Advertise in the Local Newspapers. Readers understand the importance of advertising in ensuring a healthy, viable local newspaper and demonstrate that by their support of companies that advertise in it.
|
10. Local community newspapers continue to be the preferred choice for local news.
For many communities, local newspapers are the preferred choice for local news because they are usually the only source of local news.
|
11. Support Locally-Owned Canadian Media Not Billion Dollar Tech Giants.
Foreign digital platforms accounted for 94% of Canadian digital ad spending in 2024, up from 76% in 2017.
If current trends persist, the report forecasts that only $21.32 of every $100 spent on media in Canada will remain within the domestic economy.
|
12. Positive Brand Reputation
Local newspapers are viewed by residents as community pillars. By extension, so are advertisers.
|
13. Targeting capability.
With community newspaper distributions verified and linked to readers by community, local newspapers can be used to target audiences at the most granular levels.
With local newspaper circulation areas defined by minimum penetration %’s in communities served, advertisers are able to see clearly from 10,000’ where their message will get its exposure.
|
14. Tangible and durable
Unlike fleeting digital ads, newspaper ads benefit from a longer exposure, resulting in multiple opportunities for readers to engage. The ‘One in, One Out’ Rule. Most households recycle the previous week’s edition exactly when the new one arrives resetting the household life cycle for up to 7 more days.
|
