Study: Newspaper Web sites 'most valued' for local news and information

Posted by Leah McBride Mensching on February 25, 2010 at 3:12 PM

Newspapers are still the most used and valued local news destinations, and online is no exception, according to a new study from comScore and the Newspaper Association of America. Newspaper Web sites are the "most used and valued sites for consumers seeking credible and trustworthy local content and advertising online," the survey found.

About 57 percent of the more than 3,000 respondents said local newspaper sites are their top online sources for local information - more than the totals for all other media. The percentage is higher for those with a college education (60 percent) and households with higher incomes (63 percent).

Newspaper Web sites are also the most trusted source of online advertising, as respondents said they perceive ads on newspaper sites to be more credible, current and relevant.

"This survey reinforces the notion that consumers value and trust the premium-quality content found at newspaper Web sites as well as the advertising on those sites," said Randy Bennett, NAA's senior vice president of Business Development. "It also provides further evidence that newspapers, which attracted a record 75 million visitors in January, offer advertisers a high-value audience that no other medium can match."

The study found that local newspaper Web sites are most informative compared to other types of contents.