REGIONAL news media has almost twice the trust of television and radio, with more than half of respondents considering it a trusted source of information, a new report into the sector has found.
Fifty-four percent ranked regional newspapers as their most trusted source of information, followed by television at 29 percent, radio at 27 percent and online search at 18 percent, the “Think Local – Regional News Media Report” revealed
Regional newspapers were also the most engaging source of information, with readers 1.4 times more likely to find their regional newspaper more engaging than television and 1.6 times that of radio.
The report, commissioned by The Newspaper Works and conducted by Research Now among 1,440 respondents, asked about their local newspaper reading, to better understand the roles newspapers play in readers’ lives, and to compare this with how readers use other media.
The report also found that regional newspapers were readers’ Number One source of information on local business, the most influential media for shopping and buying decisions and an essential connection to the readers’ local community.
The Newspaper Works CEO, Mark Hollands said, “Regional newspapers continue to play a unique and valuable role and this research confirms that communities have a close and trusting relationship with their paper which creates a highly effective advertising environment.
“Readers also overwhelmingly turn to their local newspaper to stay informed about issues affecting their area, events in their region and to get practical, relevant information.”
When it comes to providing information about their local communities and how to find businesses and services in their area, regional newspapers outperformed every other media at 77 percent. This compares with just 30 percent for radio and 22 percent for television. In addition, regional newspapers ranked number one for influencing shopping and buying behaviour at 37 percent.
The Nielsen Global Trust in Advertising Report, released last September, found that newspapers were also the most trusted medium for ads.