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Study suggests people trust local papers and their websites more than national media |
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Monday, 01 October 2007 |
The Newspaper Society’s latest research, entitled ‘the wanted ads’ claims that local websites draw on the inherent qualities of their parent newspapers, which in turn means their advertising is substantially more ‘trusted and relied-upon’ (effective) as other website advertising.
The research was undertaken for the NS by TNS Media among consumers in Manchester and Oxford.
The results of the research were presented at the MEN’s offices last Friday.
Some of the key findings of the study suggest that people are 49 per cent more likely to trust advertising in local media (print and online) than commercial television and that local media advertising stimulated more than double the interest in the advertised brand compared to people who hadn't seen the advertising.
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Research conducted afterwards suggested people were more aware of advertising in local media, trusted it more and had a higher opinion of the brands when they featured in local media.
The research however makes no mention of demographics and the target audiences that were researched. The majority of regional newspaper readership is drawn from the social groupings C1/2 and D.
Robert Ray, marketing director at the NS, said: "Trust is the primary issue today, not just for the media but for governments, financial institutions and most clients and their brands. We already know that people trust their local newspaper above all other media but we wanted to find out whether that trust is applied across all platforms, and how it relates to advertising contained within them.
"Now we know that local media online, and the advertising contained within it, shares the same qualities as the local newspaper. While these platforms often serve completely different needs, they combine to form a powerful tool which large national clients can use to target specific communities across the country."
The results of the survey will be promoted across local media platforms and media industry titles throughout October.
www.thewantedads.co.uk
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