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Local media well trusted

LOCAL print and online media is the most effective combination for driving consumer actions, according to research.

The Consumer Catalyst report, from Think Media, found readers are more than twice as likely to act on adverts in local platforms than those seen on television, radio or social media.

The researchers looked at areas including property, cars and groceries and found local media is the most trusted medium to provide reliable information. Other data in the report showed 88% of respondents believed a product would be available close to them if advertised in local media.

Johnny Hustler, of the Newspaper Society, said: "This research confirms the fundamental role local media plays in the media mix today as a powerful catalyst for consumer action."

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