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Much has been written about the decline in newspaper consumption but according to YouGov, who surveyed more than 2,000 adults found that as of June 2014, 67% of people rely on their local paper for local news with radio preferred by a further 35%. The study also found that two-thirds of people trust what they read in their local paper.

According to the Newspaper Society (2013), 11 million people read a local newspaper but do not read a national newspaper, with local media websites attracting 79 million unique users each month. Local press is the most effective media channel for generating word of mouth conversations, so you can start to see the power of local media.

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