Magazine: Print media is more efficient and reliable than social media

Higher trust drives higher purchase intent. According to a recent study commissioned by NewsMediaWorks, consumers trust advertisements and articles published in daily papers more than those in other media channels. In the ADTRUST study Galaxy Research analysed the content and advertisements in 10 media channels. They asked the opinion of 2,863 Australian consumers who are older than 18 years. 20 factors were measured, grouped into four categories: reliability, usefulness, affect and willingness to rely on. The 10 media channels examined cover the whole spectrum, from various daily papers to television and social media.

It turned out that consumers trust advertisements in print media the most, followed by cinema, radio, magazines and digital news media. They trust social media the least. Survey participants named national newspapers, regional and local dailies when asked which content they have the biggest trust in. These were followed by free papers, radio, magazines and digital news media in the ranking. Although consumers younger than 35 years are heavy users of digital media, they think advertisements published in daily papers are the most reliable. Despite all of its advantages, technology also means that falsehoods and fake news can quickly spread in social media unchecked and with unstoppable momentum. As a conclusion, we can say that in selecting a medium, the most important factor for advertisers is what messages consumers trust. Greater trust in content means greater trust in advertisements, which leads to greater purchase intent. News media stands for highly reliable content and advertisements in both print and digital format. //