Local newspapers are viewed as three times more trustworthy than social media as a source of local news and information, new research has revealed.
A YouGov poll, commissioned by regional press industry marketing body Local Media Works, saw 74pc of respondents agree that they trusted the news and information in their local newspaper.
This compared with local commercial TV and local commercial radio, both at 73pc, search engines at 43pc, other wesbites at 39pc and social media at 22pc.
A total of 2,131 people took part in the survey which was conducted at the beginning of last month.
Craig Nayman, pictured, Local Media Works chairman, 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.”
Justin Marshall, associate director for YouGov’s digital, media and technology sector, said: “As shown in the data from this research, trust in social media as a source of news is particularly low, followed by general internet searches, whereas trust in established news brands is far greater.”
The research also showed that local newspapers are websites are read by an estimated 42m adults in the UK.