The Pennant, Penola, is the major newspaper circulating in the Penola area which covers the renowned wine growing area of the Coonawarra. Penola sits in a heavily rural belt, which is both livestock and agriculture, while significant historical sites in town now attract thousands of tourists annually.


The story of The Pennant began with publication of the first edition of Penola's newspaper on July 25, 1946. After lack of communication from Mount Gambier and Naracoorte was evident, Mr W. Erwin Thiele saw the opening to start a newspaper to service the town and local areas.

The first edition carried a lead on plans to upgrade Penola’s Memorial Hospital, with the heading “Proposed New Building To Be Modern and Well Appointed.” Unlike a lot of papers which carried a Page 1 editorial or message for readers in their first edition, The Pennant delivered a low-key message on Page 4 under the heading: “Our First Issue.” The message said: “This copy of ‘The Pennant’ comes to you with the compliments of the Editor. You will notice the spread of district news – all the matters in which you are naturally interested. “The subscription is only 12/- a year, posted to any address in Australia…And you feel you have the news, the markets and all announcements of importance when ‘The Pennant’ is coming to you each week. "It is people like you we want on our list, and apart from the regular news, there are many items that mean big savings the bargain obtained through the columns of little Cash Advertisements; or the fine avoided by your being reminded that some licence is due for renewal. “You receive more than a news service with your ‘Pennant.’”

Mr Thiele’s message to readers continued with a strong push for locals to subscribe. “Assure yourself that this journal will reach you regularly, by ordering your copy now – direct from this office or through your local newsagent,” it said. “Every endeavour has been made to ensure a copy entering every home in Penola and district but if, inadvertently someone has been omitted, we would be glad to supply a copy on their advice.” Mr Thiele’s message concluded: “We regret the delayed appearance of this issue but thank those who assisted us in helping to overcome some of the unexpected troubles which are probably incidental to a debut of this description.”

It was as important then as it is now that newspaper editors have the freedom and courage to write about local matters. New Zealander Kenneth Victor Dohnt, who took over the paper in 1950 and rain it until his death in 1971, was one such editor. Mr. Dohnt played an important role as owner and editor - being critical when necessary, as well as giving praise, to the district council. He was known locally as a man who worked tirelessly for the Penola Golf Club and generally was a person who became involved in community affairs.

Long-time employee and local Lyle Shurdington took over the paper in 1971, ahead of selling it to South East Telecasters, publishers of Mount Gambier's The Border Watch, in October, 1978. Local businessman, Allan Scott AO, was a major shareholder in South East Telecasters. Today, under manager, Tim Lewis, and editor, Jason Wallace, staff of the Border Watch deliver The Pennant to the Penola and district community and an advertising and editorial office is maintained in the town. maintained in the town.

The paper, owned by the Scott Group of Companies, circulates through the Penola district, Kalangadoo, Nangwarry, Coonawarra, Comaum, Monbulla and Maaoupe. Over recent years, Penola and the neighbouring wine region of Coonawarra has continued to generate significant stories, from the celebrations of the canonisation of Mary MacKillop just weeks after a tornado ripped through the town, through to ongoing successes for the wine industry as the area's reputation grows internationally as a prime producer of cabernet sauvignon and other varieties.

News Site
Rate Card


Wednesday: Paid circulation

Readership: 2,714


EGN: 38cm x 7columns
Classifieds: 38cm x 7columns


Penola, Coonawarra, Mt Burr, Kalangadoo, Nangwarry and Tarpeena

EGN Deadlines

Booking: 4pm 3 working days prior
Material: 3pm 2 working days prior

EGN Rates
Level Casual $2,500 spend level $5,000 spend level $7,500 spend level
PCCM Rate Mono $3.88 $3.51 $3.20 $2.89

Full Colour loading: $506.48
Spot Colour loading: $185.77

Insert Rate:

$175 flat rate plus GST
Maximum 2 inserts per edition.
16 Pages or more: POA

Page Loadings

Page 1: 50%
Page 2: 25%
Page 3: 35%
Page 4: 20%
Page 5: 25%
Page 6: 15%
Page 7: 20%
Page 9: 15%
Back Page: 35%

EGN Specifications
Dimensions 1 col 2 cols 3 cols 4 cols 5 cols 6 cols  7 cols
Column Widths 34 mm 72 mm 110 mm 148 mm 186 mm 224 mm 262 mm

Classified Rates

Mono rate: $3.87 pccm

Full colour: $506.48
Spot colour: $185.77

GST exclusive.

Classified Specifications
Dimensions 1 col 2 cols 3 cols 4 cols 5 cols 6 cols  7 cols
Column Widths 34 mm 72 mm 110 mm 148 mm 186 mm 224 mm 262 mm

Classified Deadlines

Booking and material: 11am 1 working day prior

Property Section:

Rates and specifications available on request.

Rates quoted GST Exclusive.
Effective until 30th June 2019.