The Internet is driving increased consumption of news, a survey shows, but newspapers can take heart in being the most trusted medium
I certainly didn't expect any good news from any where about newspapers. But read this?
One finding does suggest a potential revenue opportunity: newspapers have an important inherent advantage as they face the challenges of the digital age—trust. Consumers trust newspapers more than any other medium, and 66 percent describe newspaper advertising as “informative and confidence inspiring,” compared with only 44 percent for TV and 12 percent for the Web (Exhibit 3). This suggests that newspapers have further scope to go beyond news, to drive reader interest and advertising revenues at the same time. Leading newspapers have already created specialized pages and sections in areas such as entertainment, eating out, travel, automobiles, shopping, real estate, and personal finance. The combination of editorial content, ads, and selected commercial offers—while clearly separated—benefits advertisers and is of practical use to readers.
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