Regional media versus Metro media

In Australia there is still a tendency for classifying media as Metro first and Regional second. This practice has been in place for decades and is probably borne out of the belief that metro is where the action is and that the majority of sales are made in Metro markets. There is one significant commonality these days in the Metro versus Regional comparison. They both have the same main media availabilities. Ie Free to air TV, Pay TV, Radio FM/AM and Digital, Newspapers of both local and capital city origin, every major magazine title, social media, online media , outdoor, ambient ,the list goes on...... So what is the major difference? The answer is affordability of media and cost efficiency in reach, frequency and impact. Given that regional markets account for 35% of population there is a large audience that generally does not receive in most media plans. When next planning media consider the reach extensions to be gained from Regional markets. Your media strategy will be enhanced by tapping into audiences that are normally under impacted.