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Regional daily recognised as country’s ‘most trusted newspaper’

James MitchinsonA regional daily has been recognised as the most trusted newspaper in the country, according to new national research.

Audience measurement company PAMCo has revealed the Yorkshire Post received the highest mark among readers of all the titles surveyed, which included most national newspapers and some other regional dailies.

Of the YP readers polled, 92pc of them agreed with the statement “I trust what I read” when asked about the Leeds-based newspaper.

Editor James Mitchinson, pictured, says the result has affirmed his belief that “quality and relevance will prevail” despite “financial pressures” facing the industry.

The Guardian came second in the poll, with a trust rating of 90pc, while the Post’s national JPIMedia sister daily the i came third, with 85pc of those surveyed agreeing with the statement.

Other regional titles to feature in the survey included Dundee daily The Courier, which received a trust rating of 83pc, and Aberdeen’s Press & Journal, which polled at 81pc.

James told HTFP: “”For the Yorkshire Post to be recognised as the single most trusted newspaper in the country, in today’s climate, is something that makes us very proud. Our connection with our readers is one that we care about and work on every single day, from our receptionists to our sales teams and, of course, our journalists.

“When representing The Yorkshire Post it is the responsibility of every person in every department to deal with people in the right way. All of those things, as well as properly researched award-winning journalism, go towards connecting good newspapers to their readers.

“Our trust score from PAMCo is one which offers reassurance to our readers and our commercial partners: to our advertisers by way of comfort that their advertising will be placed responsibly, by a person – not an algorithm – and designed as a marketing solution that matches the needs of their business in order to drive the best result.

“It matters to our readers because they want to know that our fact-checking is robust and that our editorial tests are such that nothing is published which does not meet the highest possible journalistic standards.”

Added James: “I deliberately announced our trust score on Monday as I was headed to Westminster to give a talk to the Yorkshire and North Lincolnshire All Party Parliamentary Group. A talk which had at its core the importance of trust and integrity in journalism which appeared to strike a chord with the business leaders and Parliamentarians in equal measure.

“In a world where financial pressures are squeezing regional media, I believe a commitment to quality and relevance will prevail.”

The Post also topped the charts for people agreeing that reading the paper was “time well spent”, with 100pc of respondents supporting that statement.


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  • April 3, 2019 at 12:18 pm

    Pity The Sunday Times beat them to a huge story in Yorkshire just the other week.

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  • April 3, 2019 at 5:07 pm

    At least someone at the top is saying a commitment to quality and relevance will prevail.
    How often do you hear that from managers who only seem to have the phrase “cost-cutting” on their brains.

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  • April 4, 2019 at 10:44 am

    hate to be cynical but how big was the poll sample?
    Any pat on the back is welcome nowadays.

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  • April 4, 2019 at 11:14 am

    Great to see that the Yorkshire Post still has such a high reputation among regional papers, despite management apparently trying to do all it could to undermine the paper’s loyal readership.

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  • April 4, 2019 at 11:48 am

    The YP like any paper has not been exempt from the industry’s troubles and I can understand the editor praising any accolade. But, not many people put too much weight behind tick-box exercises. A more telling statistic for the newspaper, known as Yorkshire’s national daily, is the fact it sells around 20,000 copies across a circulation area of 5.2 million people. That’s a much more important finding for would-be advertisers.

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  • April 4, 2019 at 5:31 pm

    West Yorks Analyst – not forgetting that the strong sales of the Saturday edition (50,000+) cover up the poor sales during week (c.12,500 M-F). 94% are paid copies.

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