Local paper sites are “most trusted”

Websites run by local newspapers are the most trusted source of news and advertising on the internet, according to a new study by TNS Media and the Newspaper Society.

The survey, conducted in regional hubs across the UK, found that people are 49% more likely to trust local media – both in print and online – than the second most trusted medium, commercial TV.

It revealed that people were 77% more likely to believe and rely upon ads on local media websites, compared with others. Also, local media advertising made people 123% more interested in spending in the brand’s category, compared with people who had not seen any advertising.

Extracted from a news article in Media Week, 2–9 October 2007 issue
www.mediaweek.co.uk

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