Although media consumers are taking advantage of ever-diversifying sources of news and information, they still view newspapers as having more credibility than television, radio, magazines or the Internet, according to a Newspaper Association of America study.
In the study, "Leveraging Newspaper Assets: A Study of Changing American Media Usage Habits," respondents rate newspapers as their number one source for local news, local entertainment information, business news and personal finance information. Consumers also appear to be turning to newspapers first for advertising information, employment opportunities, homes and new and used cars for sale.
"Even in this era of increased media competition, this study shows us that newspapers continue to be one of the most trusted sources of information, as well as a top medium for advertisers to reach consumers," said John F. Sturm, NAA president and CEO, in a press release. "Newspapers are part of the fabric of our communities in a way that no other medium can match"
The study compared consumers' usage of media in 2000 to benchmark figures in 1997. While the findings indicate an overall shift away from newspapers, radio and television and toward increased usage of the Internet, newspapers' position remains strong relative to other media.
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