A new survey suggests that local print and digital media is the most trusted source of local news and information.
Those responding put it far ahead of search engines and social media.
The YouGov research was commissioned by Local Media Works and it discovered that local newspapers scored highest for trust, with 74% agreeing that they trusted the news and information they read.
TV and commercial radio came a close joint second at 73%, while search engines trailed at 43% and social media was just 22%.
“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,” said Craig Nayman, Local Media Works chairman.
“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.”
The work was carried out at the start of February, with a sample of 2131 adults aged over 18.
“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,” added Justin Marshall, associate director, YouGov – Digital, Media and Technology Sector.