THE Bendigo Weekly has cemented itself as the most popular newspaper in central Victoria, with more readers across the entire region than any other publication.
The latest Roy Morgan Research readership figures released yesterday showed the Weekly’s dominance within Bendigo, with more than 80 per cent of the city reading the paper.
That was against The Advertiser readership in the same area of less than 60 per cent on Saturday and 41 per cent average Monday to Friday.
In the key 25 to 34 year old readers group, the figures pointed to the Weekly having almost twice as many readers.
In The Advertiser’s primary readership area, from Ravenswood to Huntly, the Weekly also dominated the readership figures.
More than 77 per cent of people in that area read the Weekly, compared to less than 60 per cent for The Advertiser’s Saturday paper and 41 per cent on average Monday to Friday.
However, it was in the greater central Victorian region where the Weekly made the largest bite into The Advertiser readership.
According to the Roy Morgan figures, the Weekly had more readers in The Advertiser’s total coverage area than the Fairfax Media-owned publication.
Weekly general manager Noel Hobley said the central Victorian readership figures were a bonus.
“For the first time, the Weekly has more total readers from Woodend to Echuca than The Advertiser over six days, which is a great result,” he said.
“It shows people are more interested in reading well-presented local news, rather than international reports and news-wire stories from across the world.
“The Roy Morgan figures highlight that, pointing to an increase in the amount of readers going across to the Herald Sun for their national and international coverage.”
Mr Hobley said the readership figures were a result of confidence in the paper from its loyal readers.
“These figures prove our board of management is on the right track and our senior staff are making the right decisions, decisions our readers want,” he said.
“This has come about by simply one way – by our readers telling us what they want and what they think, and by our staff listening to them.
“That is the key to a successful local paper. We want to present news that affects local people every week, not something that is simply of curiosity value.”
Mr Hobley thanked the paper’s readers and advertisers.
“Of course no one would be able to read our paper without the support of our strong and loyal advertising clients,” he said.
“They understand the power and benefits to their businesses of being read by more potential customers than in any other publication.
“We thank them for that and look forward to their continued support.”