Even though large amounts of money are spent on online ads, research consistently shows that Newspaper Advertising has a higher level of trust than other forms of advertising. While many people do research and go online to buy, most people do feel oversold online. Online Advertising also struggles with trust and advertising avoidance.
Statistics show that people are continuing to become less engaged in what they are seeing online. Consumers can be reached with advertising no matter where they are. “ The push-pull model of marketing communication shows that consumers control the information flow, making their attitude toward advertising a critical factor in determining whether a shield is erected and when a message is received”(Schultz 2008).
Newspaper isn’t flashy, and that’s what works about it. With most types of advertising the average person has trained themselves to look away. With a newspaper, a person is usually in a more relaxed state of mind. They don’t feel attacked by the ad. ” Tamara Huber, Senior Account Executive at MCA-RussellJohns who specializes in the 55+ market.
High in Trust
In studies done as far back as 2001 the research has consistently shown Newspaper Advertising to have the highest level of trust. Even more than all other types of advertising. 63 % of people in a 29,000 consumer study stated that they trusted newspaper ads. ( Nielsen 2013) An early separate study done in 2005 determined similar results. “Kiousis’s study identifies newspapers as considered the most credible medium, Moore and Rodgers also find that consumers consider newspapers the most credible advertising medium, followed by television advertisements, magazines, and radio. In fact studies as recent as the fall of 2024 till current are showing the same staggering results. Print Appeals as the most trusted media source of them all.
Online High in skepticism
These same studies also concluded that despite positive results regarding online news, studies indicate the Internet is the least credible medium. Consumers regard it with the highest level of skepticism. (Johnson and Kaye 1998; Kiousis 2001; Moore and Rodgers 2005). (Journal of interactive advertising)
And while this article was originally written and published in 2016, so therefore one might conclude these findings are now out of date and have changed drastically. It has not changed one bit studies as recent as the fall of 2024 till current are showing the same staggering results. Print Appeals as the most trusted media source of them all.
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