Trust

Local newspapers are at the heart of the communities they serve; local people turn to their paper for information they can trust. UK-wide research bears out the claim that the regional press is the most trusted media channel.

Research (TNS) revealed that advertising in local newspapers and their websites is nearly 50% more trusted and reliable than the nearest everyday medium (58% of sample compared with commercial television's 39%, national newspapers' 35%, commercial radio's 31%, and other websites' 30%).

The same research confirmed that advertising in local newspaper websites is nearly twice as trustworthy and reliable as national websites (63% of sample for local newspapers and 53% of sample for local newspaper websites compared with other websites' 30%).