Local media more trusted both on- and offline

A combination of print and online local media is a more trusted and relied-upon environment for advertising than commercial television, found a new survey by TNS Media.

by Helen Leggatt

newspaper%20society%20logo.gif The value of local media in advertising has been the subject of a study for the Newspaper Society’s ongoing research project. It turns out that local media is a more trusted and relied-upon platform for advertising than other mainstream ad carriers.

The third stage of the British Newspaper Society’s research project, “Wanted Ads III”, found that a combination of online and print media meant consumers were 49 percent more likely to perceive that brand as more trustworthy and reliable.

"Local media publishers were pioneers in online news provision and this research shows the value of that early investment," commented Jennie Beck, head of TNS Media. "Online and print brands work together commercially as well as editorially, with websites clearly drawing on the same brand values that make local newspapers the most trusted media in the marketplace."

Other key findings include:

- Ads on local media websites are 77 percent more likely to be believed and relied-upon than those on other websites.

- Local media ads make people 123 percent more interested in spending in a brand's category, compared to those who hadn't seen the ads.