RPD: Consumers Trust Newspapers (Cont.)

87th in a 2022 Series*

Photo by Oleg Magni on Pexels.com

Here’s further proof that advertisers and marketers seeking a trusted media should hire newspapers: Products in a newspaper’s portfolio show up in the Top 5 “trusted advertising channels” rated by U.S. customers. So says Nielsen’s 2021 Trust in Advertising Study in a special excerpt granted to The Relevance Project. Seven out of 10 consumers said they either trust completely or trust somewhat these four channels, a term Nielsen uses to distinguish where ads show up or are referenced:
Ads in newspapers (No. 5 at 68.5%)
Editorial content, such as newspaper articles (No. 4 at 68.7%); a nice endorsement for branded or sponsored content.
Branded websites (No. 3 at 71.1%), which certainly includes newspapers.
Emails “I signed up for” (No. 2 at 71.7%), a tout to newspapers offering e-newsletters and marketing emails sent to newspaper readers.
And the No. 1 channel: “Recommendations from people I know” (89.2%). What better trusted source than newspaper readers who are informed consumers.
Nielsen, which describes itself as a global leader in audience, measurement, data and analytics, also included a tip that is perfect for local news advertising reps on how best to use this data. “Choosing channels that increase the likelihood of building trust with consumers carries even more weight for certain categories and industries,” Nielsen stated. “Consumers trust political, pharmaceutical and financial services advertising the least, which means advertisers in these areas should choose marketing channels that are most likely to elicit consumer trust.”
Bingo.
When you close the sale, join me in thanking Nielsen for the motivating research.

–Tom Silvestri, Executive Director, The Relevance Project

ADDED NOTE: Look for a future promotion from The Relevance Project capturing the Nielsen conclusion.

*ABOUT THE SERIES: Our goal is to share a Relevant Point of the Day (RPD) each weekday throughout 2022. Our target is at least 222. Thank you for supporting The Relevance Project. Your success is our focus.

UPDATE: The Nielsen study is titled Trust in Advertising. The initial version of this blog incorrectly identified it as Trusted in Advertising.

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