Local Publishers Highlight Trusted Credentials

Local media publishers are celebrating their highly trusted credentials by using LMW research and adverts demonstrating how local media is the most trusted source for local news and information, far ahead of search engines and social media.

Commissioned by Local Media Works, the YouGov research conducted earlier this year found that local newspapers in print and digital are more than three times more trusted for local news and information than social media platforms such as Facebook and LinkedIn.

Local papers are the most trusted of all the other sources, coming ahead of local commercial TV and local commercial radio (both 73 per cent), search engines (43 per cent), social media (22 per cent) and other websites (39 per cent). 

The research has been widely covered by local titles such as the Newbury Weekly NewsNorthern EchoThe CourierThe Yorkshire PostSouth Wales ArgusRochdale OnlineOxford Mail and Swindon Advertiser

The piece has also been covered by media titles including Print WeekPress GazetteHoldtheFrontPageThe Times and Prolific North

Irish News editor Noel Doran said: “These figures reflect our continued investment in agenda-setting cutting-edge journalism in areas like news, politics, business, health and education, and our relentless focus on keeping readers well-informed.”

The paper’s marketing manager John Brolly added: “It is refreshing to see the strong performance of the Irish News and equally the strong element of trust that people have in local news brands such as ours.

Editor of the Bournemouth Daily Echo, Andy Martin, commented that the research highlighted the importance of local news: “The thirst for news and information today is stronger than ever, as is our ability to deliver it. That’s not just any news and information, but trusted news and information, and we provide that.

“The driver for our growing digital and print audience is the news, sport, features, entertainment and information coverage delivered every day by a team of hardworking, dedicated and professional journalists.

“Quality journalism is the key to a successful paper, whether it’s in print or online.”

TM Solutions welcomed the research: “We know this because our newsbrands have been part of their communities for many years and our readers have always relied on us to report with honesty and accuracy.”