Research Shows that Audiences Trust Premium Publishers Over Social Networks for Online News Content

Amid stories concerning the proliferation of fake news and propaganda to social platforms, there’s more attention than previously on the veracity and accuracy of news and where it’s sourced. These days, we’re releasing survey results that reveal that premium publishers, such The New York Times, the Wall Street Journal, Time and CNN have claimed consumer trust in the surface of these issues, providing them some of the strongest brands in the country.

The survey indicates that readers distrust and fail to engage with editorial content Facebook and Twitter, despite more time spent social programs compared to superior publishers. This is good news to U.S. based premium news publishers, and most of which have found themselves facing increased pressure to compete with all these social networks for advertising spend. Perhaps more importantly, it must serve as notice for manufacturers which context and content matter in advertisements, as much or more than pure audience achieve.

The survey — finished in September 2017 with Qualtrics and sampling 1,052 U.S. inhabitants between the ages of 18 and 50 — discovered that superior publishers are trusted far ahead of social networks to deliver news: 65% of respondents said they trusted Time, with CNN (60 percent), Wall Street Journal (59%) and also the New York Times (59%) also scoring particularly substantial marks for trust.


In contrast, less than half (41%) of all U.S. respondents said they trust articles shared on Facebook, while 33% said that they reliable Twitter. Social networks have been more openly distrusted, also. Twice as many respondents from the U.S. stated they didn’t trust Facebook as said they didn’t trust The New York Times (27% compared to 14%).

This uncertainty comes as social programs transcend premium publishers in terms of time spent. Over two-thirds (69 percent) of people surveyed said that they checked Facebook at least a week, demonstrating more active engagement than CNN and Fox Newsthat the two premium publishers with the maximum engagement rates. When users see Facebook, they’re spending considerable time — 39 percent spend over 30 minutes compared to only 17% who invest the exact same amount in The New York Times.

As advertisers determine how to divide and in which to commit their future advertising budgets, they have to keep in mind that independent, superior publishers supply a unique experience which social networks can’t compete when it comes to reaching engaged and active consumers. Many advertisers know that if a customer sees an ad and what they view are important elements, but in which they view the advertisement is equally as essential in campaign success. Since these survey results show, premium publishers provide something of a brand halo effect. This contrasts with other business research, including a collaborative neuro-mapping research in Teads and Neuro-Insight that showed that superior editorial content includes a 19% larger effect on memory compared to Facebook. Advertisers need to take notice of this trend, and keep balancing their advertising spend social networks with their advertising spend publishers throughout the open-web.

To see the full release, click here. Download the Entire report here