Nearly three-quarters of people say local newspapers help generate a sense of community according to new research by the Newspaper Society.

The society’s Loving Local study carried out by Crowd DNA surveyed 5,000 people and found that four our of five thought the recession had made supporting the local community more important.

Local media  – both regional newspapers and their websites – came out on top as playing the key role in stimulating pride in their area.

It was cited by 73pc as the best medium for making people feel part of their community, compared with just 11pc for TV and five percent for national newspapers.

Just under half of those asked said they felt that local newspapers and their websites contained content they trusted. The next highest medium was television with 37pc.

Georgina Harvey NS president and managing director of Trinity Mirror Regionals said: “There is growing evidence of the importance of the need for a sense of place and belonging. No-one can deliver that sense of community and belonging like the regional press.”

NS marketing director Robert Ray added: “The study clearly shows that, in post recession Britain, people are taking more pride in their community and recognising its importance to their lives.

“Trusted local media is fuelling this growing sense of local pride because it helps people to feel part of their community and spurs them to act for its benefit.”