Independent news publisher Australian Community Media (ACM) is asking national advertisers to remember regional audiences during the pandemic.
The publisher says too many national advertisers with important messages and operating updates affecting all Australians are overlooking key regional audiences hungry for information through the coronavirus crisis.
ACM chief revenue officer Tony Kendall thanked leading national advertisers who are continuing to reach out to regional consumers however pointed out that many advertisers are missing a very large engaged audience.
“If businesses only advertised in the metro newspapers they would miss out on up to two million Australians who read ACM publications across the country," Kendall says.
“Our trusted environments and audience volumes provide the perfect opportunity for message cut-through. But many important messages and operating updates from advertisers are not reaching much of the 36% of Australians who live outside the five major capitals due to their ongoing focus on metropolitan publications.”
ACM chief marketing officer Paul Tyrrell says ACM’s internal audience data showed web sessions for March were up by 99% year on year to just under 50 million for the month.
“As well as free rolling coverage of essential COVID-19 news updates, we're focused on finding the good news stories from around the country as well as offering readers stuck at home our Living in Lockdown pages to beat the boredom,” Tyrrell says.
To make it even easier for advertising clients to reach ACM’s audience, the publisher has made some changes including an extended material deadline for both daily and non-daily mastheads, design resources available if needed on the day of print and will help accommodate short-notice bookings.
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