Local newspapers continue to be more trusted than any other media as well as delivering a more effective response to adverts, a survey has found.
The Consumer Catalyst Study found that 52pc off people trust the local press to provide relevant information about the local area compared to 14pc for commercial TV and 11pc for commercial radio.
It also found that local newspaper readers are more than twice as likely to act on adverts in their papers, with 51pc compared to 23pc for TV ads and 14pc for commercial radio ads.
The study – which looked at local media’s influence in property, cars and groceries – also found that ads on local media websites prompt consumer action across all three categories, particularly when combined with ads in print.
More than half of the respondents surveyed said they believe local media is the best medium for standing up for people in the local area, with 53pc compared to 11pc local BBC radio.
Johnny Hustler, Newspaper Society communications and marketing committee chairman, said: “This research confirms the fundamental role local media plays in the media mix today as a powerful catalyst for consumer action.”
The survey also found that local newspaper websites boost the influence of the printed newspaper.
It found that while 30pc of people take action – such as contacting an estate agent to enquire about a property or looking round a property – as a result of seeing property ads in a local newspaper, that rises to 38pc when local newspaper websites are added to the mix.