I read a very interesting survey paper by Newspaper Association of America last weekend, which revealed the strength of local newspaper websites.
Respondents were asked to identify sites they used most often for specific types of local content. Newspaper sites ranked first as a source ahead of both local television Web sites and online portals for:
- local information (29%)
- local sports (27%)
- local entertainment (26%)
- local classifieds (39%)
Local newspaper Web sites ranked first among all sources for trustworthiness, credibility and being the most informative place to find local content of all types – including news, information, entertainment, sports and classified advertising.
How Are Local News Sites Valuable to Marketers?
Marketers and advertisers would love to know this:
Consumers also consider local newspaper Web sites to be the most trusted source of online advertising, because the advertising on these sites is perceived to be more current, credible, and relevant to them.
It’s good to know but it may not be good enough for you to simply accept the conclusion. It’s always worthy it to test it for your own targeted market.
Whether you are running online display ads or contextual adversiting, make sure you separate the local news sites as one online source in order to track the performance and verify the above findings.