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SPOTLIGHT

Echo Ellenbrook News

The Paper

The Echo Newspaper was founded on the 5th August 1985. It was produced in response to the needs of local business people who believed that the Community Newspaper was not representative of a local newspaper. The Echo is a more reader friendly newspaper which is consistent in terms of layout and features and has become the preferred advertising medium for local businesses. With a circulation that covers the City of Swan and shires of Mundaring and Kalamunda, the Echo reaches a mix of suburban and country areas. This includes both city commerce and agriculture throughout the Swan Valley. Not only do they have the widest circulation in the area, the Echo also has the highest readership. The Echo is proud of its standards and they realise their paper goes into homes uninvited. With this in mind, they have refused the lucrative market of risqué “personal” classifieds. The preferred delivery method is direct to householder’s letterboxes. They are delivered with military precision by PMP Distribution every Saturday. Delivery is audited by Circulations Audit Board (CAB) an independent audit bureau which is the industry standard in Australia for free publications. As all pages of the Echo are aimed at attracting readership, demand for papers is high. With new projects such as the Midland Redevelopment Authority attracting more homeowners to the area, demand will continue to grow in the coming years.

The Market

The area features: •New housing developments • Rural areas • High levels of dwellings owned or being purchased and little medium-high density housing • High proportion of younger children • Skilled vocational qualifications with residents less likely to work in the CBD • Older established suburbs eg: Guildford, Midvale and Midland. • The central Midland district is currently undergoing significant redevelopment aimed at revitalising the area. • A strong tourism focus – notably the Swan Valley wine making district and historical attractions. • Couples with dependent children (children aged 0-4 years and school aged children). • Baby boomers. • Continued growth in newer developments has seen an increase in the area’s affluent professional population. • Larger household sizes. • Well above average levels of home ownership (ie:own outright or purchasing) and there is little medium or high density housing. • People in the outer parts of the coverage area are less likely to work in the CBD. The Echo has the largest circulation in the area on a single distribution day. You have to buy 5 competing titles from the News Ltd stable to cover the same geographical locations and 2 of these come out on different days of the week (Tuesday and Saturday) but have a duplicated distribution of approximately 30,000 copies.