“Like the Good Housekeeping seal, newspapers have become the assumed guarantee of credible news and information, by other media, businesses and consumers as well. Leveraging this brand trust, the entire public relations industry is interested in earning newspaper coverage for companies that seek to improve their public identity,” argues Andy Ellenthal in this piece.
According to Ellenthal, who, it should be pointed out, is CEO of ad network quadrantONE, public trust in newspapers’ brands has been boosted by their ability to capture audiences on and offline.
Backed up with stats from a recent Online Publishers Association (OPA) study, Ellenthal says this trust drives readers to make purchases based on ads carried by these titles.
“Carrying over from their print-based parents, the public has formed a trusted bond with the newspaper websites of their community, more so than with other media,” he adds.
Outside of the OPA research – is this the case in the US and beyond? As regional newspaper resources are cut is it still true to suggest that these are the most trusted brands on/offline?
Perhaps in terms of advertising they still are, as the ad industry remains largely conservative in its choice of medium and advertising models for niche and independent information websites are still being tinkered with.
Regional journalists – what are your experiences? Is there more newspapers could be doing (or you are already doing) to build trust with audiences online?
- RMRF: Regional Media Research Forum in new web launch
- Online news as trustworthy as print for majority of readers, survey claims
- Project for Excellence in Journalism: The State of the Media report 2009 – ‘the bleakest yet’
- BBC review of online activities: a better deal for local media?
- Newsday hiring to increase coverage after competition arrives