Extra, extra, read all about it: Consumers across age groups trust newspapers, for both news content as well as advertising.
In its annual US Media Reactions Report, marketing data and analytics company Kantar found that newspapers were ranked #1 for both trust and relevancy/usefulness by U.S. consumers.
What’s more, the report identified newspapers as the top channel for consumer advertising receptivity.
For marketers, newspapers represent a unique opportunity to connect with audiences in a trusted environment – however many marketers are missing this key element in their media plans.
Building trust with consumers of all ages
Discussing the report’s findings, Kanter noted, “Marketers must work harder than ever to build trust and credibility with their consumers. As the spread of misinformation grows alongside privacy concerns, the public has grown weary of media, opting for more authentic and transparent content.”
The report connects this trend to a “resurgence in trust and advertising equity in news publication especially amongst younger generations.” According to the findings, Gen Z listed newspapers among their top three most-important channels.
A missed opportunity for marketers
Discussing the results of the report, Nicole Jones, Chief Media Commercial Officer for Kantar North America, said, “There has never been more opportunity and less room for error in the advertising industry. Our data shows year over year, consumers raise the bar for marketers, but marketers have yet to nail effective creative and media executions.”
How Mediaspace can help
With a smart strategy that encompasses print, digital and beyond, marketers can create a unified message via trusted media properties, engaging with consumers and building trust.
Leveraging over three decades of experience in the newspaper industry and its proprietary database with over 14,000 publications, Mediaspace has expertise in helping marketers build trust, with an emphasis on fostering synergy and creating a unified brand across mediums.
Reach out to Mediaspace to find out how the team can help develop trust-building campaigns that reach your KPIs.
