It is no surprise that Canadian news consumers favour traditional media over digital sources. Canadian news audiences place high levels of trust in newspapers and that trust extends to digital newspaper offerings as well. Vividata’s Trust in News survey finds that trust in digital newspapers is DOUBLE that of exclusively digital news outlets.
“Established news brands have the ability to position themselves as the trusted medium of choice, since they are. This positioning can enable news brands to break free of the now much contested practice of ad spend being firmly aligned with time spent with media. Trust transcends basic attention metrics, and is a key differentiator for news brands.”