Traditional media more trustworthy than online, says survey

by Sarah Woods, Brand Republic 21-Aug-06, 11:00

LONDON - Newspapers, rather than websites and blogs, are seen as the most trustworthy source of information, according to a survey by interactive marketing firm Telecom Express.

The report finds that traditional media brands are far more trusted than websites or blogs, with papers receiving 63% of the vote, TV topping the poll with 66% and just 36% for websites.

Radio received 55% backing, while news blogs are the least trusted sources with just 24% of the vote.

For TV and newspapers, this translates into an active interest from consumers in buying additional products or services from these media brands.

According to the survey, which had more than 1,000 respondents, people feel more engaged with their favourite newspaper, TV channel or radio station than they do with their supermarket or bank.

Damon Russell, chief executive of Telecom Express, said: "Sensible commentators have to conclude that while much commercial business-to-consumer activity takes place over the internet, the proponents of this revolution are largely well-known offline brands that have embraced the internet as just another channel through which to reach their customers.

"Every newspaper brand, radio station and TV channel in the land now also has some form of online presence. However, there is a perception even within the industry that the majority have some catching up to do in making that online presence generate revenue."

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