Regional newspapers are twice as trustworthy as radio and three times more than online searches, according to a new survey.
Fifty-four per cent of respondents ranked regional newspapers, like the Geelong Indy, as their most-trusted source of information, said the Think Local Regional News Media Report.
Television was next at 29 per cent, with radio on 27 and online searches 18.
Regional newspapers were also “the most-engaging source of information”, with a rate 1.6 times ahead of radio and 2.9 times above catalogues and flyers.
Respondents considered regional newspapers their “number-one source of information on local business, the most-influential media for shopping and buying decisions and an essential connection to the readers’ local community”, the report said.
The Newspaper Works chief Mark Hollands said the results confirmed that regional newspapers relationship with their communities made them “a highly effective advertising environment”.
“Readers also overwhelmingly turn to their local newspaper to stay informed about issues affecting their area, events in their region and to get practical, relevant information.”
The report said 77 per cent of respondents ranked regional newspapers first for information on how to find local businesses and services. Radio was next “with just 30 per cent”, the report said
“In addition, regional newspapers ranked number one for influencing shopping and buying behaviour at 37 per cent. Regional news media readers are four times more likely to be high-income-earners than non-readers, with 41 per cent earning $80,000 or more per annum, making newspapers a source of high-value customers.”
