According to the Australian Financial Review, there is to be a 'Boomtown campaign' launched next month to 'redefine regional media as a single, lucrative market of 8.8 million Aussies.'
The reason is that although 36 per cent of the Australian population lives in regional areas only 10 per cent of national advertiser spend goes into the area.
The campaign will apparently aim to combat the stereotype of regions outside major cities as being 'the bush' and that you have the same representation in regional Australia as in metro ie doctors, lawyers IT specialists, teachers etc.
Currently the only national advertisers putting money in are those who directly see sales as cash registers, such as Coles and Woolworths.
Documents from the campaign claim that 26 per cent of regional Australian household incomes were $100,000 or above compared to 29 per cent for metro.
It also uses the insurance category as an example showing that insurance advertisers spent on average $6.60 reaching each possible customer in regional Australia versus $34.30 in metro while average savings and investments in regional Australia was $242,890 compared with $258,440 in metro. The campaign said average household weekly grocery spend was $178, higher than the $174 in metro.
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