The Canadian Community Newspapers Association (CCNA) wants rural Canadians to make their views known by participating in an online research panel. Participants are rewarded for their time to complete online surveys and receive points which can be redeemed for various online rewards. As well, all panelists are entered for a sweepstakes draw every quarter for a new Samsung Galaxy Tab.
Canada is made up of hundreds of small towns and communities that more than six million people call home. Community newspapers are the heart of these non-urban areas, providing an essential service and connecting readers with the information they need about what is happening in their neighbourhoods. Readership research confirms that 83 percent of Saskatchewan adults are avid community newspaper readers. The strength of the industry is its local credibility and exclusive reach into hundreds of non-urban markets across the country.
Because of Canada’s vast geography, it can be difficult for advertisers to find a cost-effective way to reach Canadians living outside of metropolitan centres. Many companies are turning to online research panels to learn more about Canada’s smaller communities. While online panel research is growing in popularity, panel providers are often faced with a lack of representation in non-metropolitan markets – typical panel composition is 90 percent urban and 10 percent non-urban.
The CCNA is responding to this challenge with an innovative new project titled “Connecting to Canadians with Community Newspapers”. “By harnessing the power of community newspapers and partnering with an established panel research company, the association’s goal is to increase the number of online panelists based outside of urban areas,” said Kelly Levson, Director of Research for CCNA.
Levson said rural readers have a chance to make their opinions heard so that marketing decisions are not solely influenced by people residing in urban markets. “Without the voice of people in smaller communities across Canada, marketers tend to defer to what they hear from urban residents,” said Levson.
For information on the rewards available for your time, go to www.webperspectives.ca. Readers will notice advertisements in their community newspaper from now until the end of March recruiting online panelists. To sign up online go to www.myvop.net/speakup.