Digital Media Update

• Wednesday, 13 February 2008

Most readers trust the web as much as print

81% of newspaper readers feel print and online media are equally trustworthy (AOP)
Online media are as reliable as newspapers and magazines, according to 72% of newspaper readers and 66% of magazine readers

60% use both print and online

2 in 3 say web information is easier to access than print and the internet is faster for finding information
UK Internet traffic to newspaper websites reached its highest level in over two years last week off the back of a number of big news stories - proving the importance of online media sources to gather new information quickly and accurately

INSIGHT:

Because of the trust readers hold in print and online media, IPC brands should capitalise on this by continue promoting their website content and URLs in the magazines, and visa versa.

Magazines and websites are used to meet different needs and will turn to the internet for quicker, more up-to-date information. This should therefore be reflected in the navigational structure so they can access information quickly and easier. And similarly the content of the website should be short, concise and up-to-the-minute information, whilst continuing to provide the core material in the magazines.

Brand websites most trusted by consumers



60% of consumers worldwide trust brand websites, according to a Nielsen survey. But only 34% trust search ads, while 26% have faith in online banners

Text ads on mobile phones were the least trusted form of advertising, by only 18% of respondents.

INSIGHT:

The vast spectrum of IPC brands provides the ideal environment to promote and build brand awareness and trust among existing and new readers, whilst continuing to strengthen brand loyalty online as IPC further develop their online offering and promote their websites via magazines.

Because of the market size of IPC's magazine brands, consumers are more likely to trust the website sources and content. The figures for trusting search ads and online banners is encouraging for Digital Sales teams as consumer trust strengthens.

This insight is reinforced as Telegraph Media Group expands its digital advertising to allow advertisers to complement in-paper ad activity with online audio and video content, taking digital media to a new level with multi-media solutions.

Sources: AOP / Media Week / NMA / Brand Repulic