Media – Who reads local newspapers and why?
             The reading of local newspapers has decreased over the years, due to people not having a lot of time to sit there and read. Most people who answered my previous questionnaire said they listen to the news on their local radio station. In Brighton and Hove's case, this would be Juice 107.2 and Southern FM 103.5.
             You can usually use market segmentation to define who reads the local newspapers.
             The geographical segmentation of local newspapers really reflects on the area which the paper is based in. An example of this is The Argus. This local newspaper is based in Brighton and Hove and reaches out to all the local people in this area, as it informs people of what is going on in their local area. Although some of my interviewers said they preferred to get the news from their local radio station as they do not have time, a large percentage who leads busy lifestyles still prefer to read a local newspaper. This is because they can then catch up on what is going on in their local area.
             The demographical segmentation of local newspapers is all different ages. This is because local newspapers, for example The Argus, cater for all ages and both genders.
             There are local sports news and puzzle activities which tend to appeal to males, where-as horoscopes and local stories and event listing appeal to females.
             The readers of local newspapers are usually C1 C2 and D in the socio-econ grouping. These are usually working class.
             The lifestyle segmentation of local newspapers mainly the younger readers. This is because it mainly is hobbies and activities. The events listings are the main section that is read in this marketing segment. This is because young people want to know what is going on in their local areas; this could be club listings or cinema times and also reviews on music and the latest films.
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