News­pa­pers most trusted medium in Aus­tralia

The Works - - NEWS -

More shop­pers than you might think cut out and use coupons and of­fers found in print news­pa­pers.

Two in three adults picked up a metro or na­tional news­pa­per in the last four weeks and are en­gag­ing across the full suite of pub­lisher print prod­ucts.

They con­tinue to turn to print, ex­pect­ing each edi­tion to set the day’s news agenda, con­fi­dent the jour­nal­ism is ac­cu­rate, in­for­ma­tive and trust­wor­thy. The ev­i­dence: the Nielsen 2015 Global Trust in Ad­ver­tis­ing Re­port, which re­ported that 58 per cent of Aus­tralians say they “com­pletely” or “some­what” trust edi­to­rial con­tent.

The same holds true for news­pa­per ad­ver­tis­ing with 58 per cent com­pletely or some­what trust­ing the ads, ahead of all other tra­di­tional and on­line me­dia.

Print has a strong foothold out­side the metro mar­kets as well. Last month, 3.9 mil­lion Aus­tralians read a re­gional news­pa­per in print.

Some 5.1 mil­lion Aus­tralians read their lo­cal news­pa­per last month.

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