The Clarion is the longest established free newspaper in East Cleveland, with a circulation of over 35 000, penetrating Redcar, Marske, New Marske, Brotton, Skelton Saltburn and Guisborough. As an advertising medium The Clarions' strength lies in its specific penetration of, and editorial relevance to, East Cleveland. It is a perfect medium for reaching people in this locality and its near blanket coverage of Redcar makes it a premium platform to reach its residents. Using a newspaper with such a specific target audience eliminates the wastage of using a publication with a larger circulation to reach this target market. The Clarion penetrates 94% of households in the target area, achieving a readership of 93 000. Our readers know when to expect their Clarion and look forward to receiving it.