The role of local news: A regional opportunity for Australian marketers

As urban Australians lead the exodus from capital cities to the regions, there is a regional opportunity for marketers to tap this growing group of big spenders.

Major capital cities are often the focus of marketing and media strategies, but the regional migration of Australians away from them is a key shift that brands in Australia need to pay attention to.

There has been a 17% increase in people migrating from urban centres – Canberra, Melbourne, Brisbane, Adelaide and Perth – to the regions in 2020/2021, according to a CBA Regional Movers Index, with a 33% rise in average net migration from capitals to regions compared to pre-pandemic levels.

This shift was accelerated not only by the pandemic but by the increasing cost of living in major...

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