Trust in local press remains strong

Regional newspapers are considered three times more trustworthy than Google and Facebook as sources of local news, according to a new poll.

The YouGov research found local press, in both print and digital formats, scored highest of all media for delivering area-specific news and information.

Some 74% of respondents had the most faith in regional papers, compared with local commercial TV and radio (73%), search engines (43%), social media (22%) and other websites (39%).

Craig Nayman, chairman of Local Media Works, which commissioned the research, said: “This survey provides yet more compelling evidence of a resurgence of trust in traditional media outlets, with local media leading the way, as the public become increasingly aware of the dangers associated with social platforms and fake news.

“In the current climate, trust is at a premium and advertisers large and small must recognise the clear advantages of partnering with local media in order to communicate with their audiences in a safe, trusted and highly effective environment.”

The researchers at YouGov interviewed 2,131 adults between February 5-6.

Justin Marshall, an associate director at YouGov’s digital, media and technology sector, said trust in social media was found to be particularly low, “whereas trust in established news brands is far greater”.