Survey: Newspaper advertising is the most trusted

February 4, 2014

Consumers trust newspaper advertising over online advertising, finds a recent report by the Nielsen Co.

The report, “Global Trust in Advertising and Brand Messages” found that traditional advertising is among the most trusted form of paid advertising. The survey was conducted in early 2013 and polled 29,000 Internet respondents from across the globe.

As newspapers face renewed efforts in 2014 to pull public notices from newspapers onto the Web, it is crucial for legislators to understand the importance of newspapers as a trusted source of content for consumers.

Of particular note regarding newspapers in the report, 67 percent of respondents trust editorial content such as newspaper articles and 61 percent of those polled trust ads in newspapers. Conversely, only 42 percent of respondents trust online banner ads.

The survey also polled consumers about how much action they take based on an advertisement. The results here found that 65 percent take action from an ad in a newspaper. Only 50 percent say they take action from an online banner ad.

For more information about the role of newspapers as an independent and trusted source for public notices, visit the Public Notice Resource Center at www.pnrc.net.

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