Deakin University academic, Alison McAdam, was in East Gippsland recently to examine the success of the Bairnsdale Advertiser.

Ms McAdam is a lecturer in communications with the university's School of Communication and Creative Arts.

She is presently undertaking PhD research into local newspapers that are 'bucking the trend of decline by managing to increase or maintain their paying audience'.

Ms McAdam is looking at five mastheads that are part of Country Press Australia, that have increased or maintained their paying audience over the past five years.

The Bairnsdale Advertiser and its sister newspaper in Tasmania, the Huon News, are among the mastheads being studied.