Introducing “The Localist:” A True Media Omnivore

“Localists” are a Key Pathway to the $150 Billion Local Advertising Market

Published: New York, March 2, 2011

New York – Newspaper National Network LP (NNN) is releasing today a new study entitled “The Localist” conducted by The Nielsen Company. This landmark study identifies and defines “The Localist,” as people who regularly consume content in at least four of eight local content areas (community events, community news, local government, local business, shopping, finance, sports and real estate). The study reveals what media sources Localists use most, how they perceive content and advertising in each source and how they expect media habits to change based on new devices like eReaders and tablets. Borrell reports that 40% of all ad spending is now local and the adage “think global, act local” is proven by results of the study.

The NNN Localist study employed web-based surveys and phone interviews to profile 1,000 community Localists. They are a median age of 44, fairly evenly split female/male (52%/48%) and highly educated with 71% earning a college degree.

“Localists are news and information junkies,” said Jason E. Klein, President and CEO of Newspaper National Network LP. “They move seamlessly from one media to another as it suits their lifestyle and information needs. Localists are adopting tablets and community news sites at a rapid pace, but still place the highest value on traditional sources, such as print newspapers,” Klein said

Some Key Findings:

    Localists use More than One Media source for Local News and Information

    Use mix of Traditional and New Media 69%
    Use Traditional Media only (TV, Newspaper or Radio) 30%
    Use New Media Only (Online) 1%

    TV is still the Most Commonly used Local Media; Newspapers are a Close Second

    Local TV 91%
    Local Newspapers 80%
    Local Radio 79%
    Local Newspaper Website 61%
    Local TV Station Website 59%
    Community News Sites 38%

    Source: 2010, The Localist, conducted by The Nielsen Company, for NNN

    Some Additional Findings:

    • Nearly half of all Localists (43%) like the dual nature of local newspapers and regularly consume them both in online and in print
    • Newspaper Localists go to local newspapers for local news and information an average of 6.4 days/week – these are real content junkies
    • 90% of Localists 18-34 consume newspapers in print or online on a weekly basis, which is actually slightly higher than 35-54 year olds; 87% find print newspapers the most trustworthy source of information as compared with 73% of those ages 35-54
    • 9% of Localists have tablets (including ereaders) and 24% are interested in getting newspaper content on a tablet
    • Print newspaper advertising has the highest level of product purchase influence among Localists (including those 18 – 34): 57% of Localists cite Newspapers as having greatest product purchase influence as compared to 27% for Community Websites, 35% for Local Radio and 33% for Local TV News
    • This study supports the need for a holistic marketing approach for engaging Localists; they can best be reached through a mix of media and advertising. And, findings reveal that Localists trust all media sources yet print newspaper advertisements influence purchase intent substantially more than any other media in the mix.

      More detailed results are available to and to NNN clients.

      Study Background:

      NNN conducted the Localist Study with The Nielsen company in August – September, 2010 of via 500 web based interviews and 500 phone interviews among adults 18+ who use some form of local news media at least once a week months and had a high interest level in four local key news and information topics: Local Government, Local Business/Finance, Local Community Events, General Community News, Shopping, Sports, Nightlife and Real Estate.

      About NNN

      Newspaper National Network LP is private partnership representing virtually all of the newspapers in the United States and the Newspaper Association of America. Established in 1994, NNN’s 25 newspaper company shareholders are: Tribune Co. (TRB), Advance Publications Inc., Gannett Co. Inc. (GCI), The New York Times Co. (NYT), The McClatchy Co. (MNI), Hearst Newspapers, MediaNews Group Inc, The Washington Post Co. (WPO) Philadelphia Media Holdings, Chicago Sun Times, A.H. Belo (AHC), Cox Newspapers, The Seattle Times Co., Minneapolis Star Tribune, Newsday, Journal Sentinel Inc., Freedom, Lee Enterprises (LEE), E.W. Scripps (SSP), The St. Petersburg Times, The Buffalo News, Media General Inc. (MEG), Pittsburgh Post-Gazette and Omaha World-Herald.

      Newspaper National Network LP is the primary nationwide sales and marketing network for newspapers, both print and digital, in most national categories of advertising including packaged goods, insurance, general merchandise, pharmaceutical and business products. As the “one-stop point of contact” with national advertisers, NNN is dedicated to strengthening brands, improving effectiveness, reducing costs, and improving advertiser return on investment from national newspaper media campaigns. NNN is headquartered in New York, with offices in Chicago, Los Angeles and San Francisco. More information about NNN can be found at