FAQ’s

Frequently Asked Questions

As you’d suspect, this is where you’ll find answers to the questions most commonly asked of us. If you have your own questions and they’re not answered here, please give us a call at 1-866-669-2262.

What is a community newspaper?

A community newspaper, in the most traditional definition, is a newspaper that publishes once or twice a week, and serves a specific geographic community, such as a town, region, or suburb. In addition to this traditional concept, community newspapers can also publish more or less frequently, or serve an ethno-cultural or other specific-interest community.

To be a member of the CCNA, a publication must meet the membership requirements of its regional association, which vary among associations. The most common membership criteria are:

• Audited Circulation – Member newspapers must obtain circulation audits twice a year from any of the following: Canadian Media Circulation Audit (CMCA), the Audit Bureau of Circulations (ABC), BPA Worldwide (formerly Canadian Circulation Audit Board, CCAB), or the Office de la distribution certifiée (ODC). The most current audited circulations are used.
• Ad-to-Editorial Ratios – Advertising must not exceed 70% in any one issue.
• Editorial Content – The majority of associations specify that local editorial staff or correspondents must produce at least 50% the content of member newspaper, and that at least 50% of the content is local and relevant to the newspaper’s circulation area.
• Publishing Frequency – Depending on the association, member newspapers may publish from one to six times weekly and distribute a minimum of 48 times per year. However, some publications are biweekly, and some are once a month.

How are community newspapers unique from other mediums?

Advertisers face the challenge of reaching target groups exposed to a multitude of advertising messages in more ways than ever before. Therefore, advertising campaigns must relay these messages in a clear manner using the most effective media mix to connect the customer within a specified geographic region with the brand. Community newspapers are the one medium that plays a significant role in becoming a regular part of what matters to its readers: bringing community, home, and family together. While not appearing as mainstream as other mediums, community newspapers are both top-of-mind and essential to the people they serve. No wonder, then, that in 2010, community newspapers earned $1.13 billion in print advertising revenues and another $32.7 million online.

Community newspapers are the talk of the town! Community newspaper readers take the time each week to read the stories about the people, events and businesses that impact the lives of their neighbours, family, friends as well as the community on whole. For you the advertiser, this translates into a consistent loyal readership within a newspaper’s distribution area and the guarantee that a quality weekly product is published with relevance to its readers. Over the years, this relationship established between community and newspaper has nurtured a high level of affinity and offers the best environment to deliver your advertising message each week. Combining its relevant editorial content with the reader’s receptive state-of-mind, community newspapers deliver a ‘pre-conditioned’ customer ready to receive your advertising message each week.

What is Community Media Canada?

Community Media Canada is the advertising and promotional arm of the Canadian community newspaper industry, the one voice for Canada’s community newspaper industry and one easy way to reach Canadians. Canada’s community newspaper associations have come together to make the industry more accessible to national advertisers.

What is ComBase?

ComBase (Community Newspaper Database) is North America’s largest media study, measuring in excess of 400 individual Canadian markets and providing insightful data on cities, towns and villages across the country. The study provides consistent and accurate, market-by-market information to assist in the buying and selling of community newspaper advertising space. The initiative was launched by the Canadian Community Newspapers Association and its more than 750 members Canada-wide, and is the principal readership research conducted on behalf of the community newspaper industry in Canada.

ComBase is governed by an autonomous Tri-Partite Board of Directors consisting of equal representation from publishers, advertising agencies and advertisers. The data is available through the IMS and Telmar-Harris media planning software.

To learn more about ComBase, visit www.combase.ca.

What does Paid/Controlled (P/C) mean?

Some newspapers have a stand or subscription price (paid circulation), whereas others are distributed for free (controlled circulation). A newspaper’s circulation must comprise at least 70% paid circulation for it to be deemed a “paid” product. ComBase and StatHebdo have shown that price is not a factor in readership.

Should I be concerned about free (or controlled) newspaper circulation?

The question of free (or controlled) circulation versus paid circulation is often raised when talking about community newspapers. A newspaper’s readership is not only measured by its status as paid or subscribed to but more so by the quality/relevance of its content, the frequency/reliability of its publishing schedule, and the total broad reach provided by its circulation. If a paper informs, entertains and delivers advertising, consumers will read it whether they pay for it or not. Whether paid or controlled, the backbone of a weekly community newspaper remains its readership niche. A community newspaper gears itself to do the things larger city dailies cannot do: serving their local neighbourhood(s) and being the number one source of news and local advertising for a specific geographic area.