The Peninsula News is a fortnightly tabloid newspaper that commenced publication in 1999. Its area of focus is strictly limited to the entire distribution area of postcodes 2256 and 2257, which includes a section of both Gosford East and Gosford West Council Wards, a section of the State seats of Gosford and Terrigal, and a large portion of the Federal seat of Robertson. It serves a total population of around 50,000 people and distributes 18,000 copies every alternate Monday to reach that population.
Peninsula News is different from other newspapers. Apart from our content and style, we restrict ourselves to a maximum average of 40% advertising content. This means that we have more editorial content per page than other newspapers. This serves to keep readers’ eyes on each page for a longer period. Advertisers benefit from this as they have less competition from other advertisers on each page and their advertisement is more likely to be seen and should therefore be more effective.
Additionally, because we concentrate on a smaller area than other major newspapers, our content is more relevant to readers in that area and as a result, they read it from cover to cover. This again means that advertisements throughout the newspaper are more effective.
Advertisements in Peninsula News are not buried. There will always be some editorial or a photograph adjacent to it so that readers’ eyes will follow the editorial to the adjacent advertisements. For that reason, the paper is broken into sections other than news, such as health, education, on the beat, forum, out & about and sport. Advertisements relating to a section are put there to make them more effective as readers will be thinking about health for example when reading a health article, so health related advertisements are likely to be of more interest there than in early general news.
This paper also publishes in each edition a television guide, a comprehensive full page diary of events across the Central Coast, a directory of not for profit organisations, tide and rainfall information, and a listing of emergency and other help organisations’ contact details.
Every edition of Peninsula News is published and retained on-line indefinitely. The entire publication, including all advertisements, appears on the morning of publication. This is a free service and is read by hundreds of people who prefer to get their latest, up to the minute news that way, often on their mobile phone while commuting or simply filling in time. These have an endless shelf life.
Very generous multiple booking discounts are available for advertisers and sponsorships are also available to not for profit organisations to help them reach their goals.
Why have a newspaper just for the Peninsulas on the NSW Central Coast?
It is not coincidental that the words “community” and “communication” are similar. A strong community requires good communication. This story tells how one community started a newspaper to meet its communication needs.
The idea of starting a newspaper just for the Woy Woy Peninsula on the NSW Central Coast arose from early meetings of the Peninsula Community Forum.
The community forum was formed of representatives of all significant organisations active on the Peninsula to discuss issues facing the community.
During discussions, it soon became apparent that many individuals and groups were active but were unaware of each other. They also had difficulty letting the community know about their activities.
One participant noted that he was new to the area but, where he came from, the role was served by the local paper.
It became evident that the existing suburban papers were regional, rather than local in nature and did not provide the possibility of a comprehensive local coverage.
In addition to communication needs within the community, a number of important developments were planned for the Peninsula by Gosford Council as well as the private sector. These represented investments of many millions of dollars and had long-term implications for residents’ lifestyle on the Peninsula.
A major deficiency in social infrastructure was identified and the forum encouraged Mark Snell to pursue his idea of establishing a community-based newspaper.
He believed that a newspaper was needed that was a rich information source and provided the community with the opportunity to discuss topical issues. He felt the area was already well served with advertising media and material with an emphasis on entertainment across the Coast but local Peninsula events were not being particularly well covered.
It was with this background that a newspaper association was formed with an aim to provide a newspaper that was conscious of its community development role.