The Sun has the greatest reach of any UK newsbrand but it is also the one least trusted by its readers, according to new research from the Published Audience Measurement Company (Pamco).
Latest figures from Pamco, reported by the Press Gazette, showed that The Sun (together with its Sunday version, The Sun on Sunday) generated a total monthly brand reach online and in print of 31.3m over the 12 months to July 2018.
The greater part of that came via digital touchpoints (71% smartphone, 13% tablet, 13% desktop); just 29% was via print.
The Daily Mail (and the Mail on Sunday) was in second place with a monthly brand reach of 28.9m (62% smartphone, 14% tablet, 18% desktop, 29% print).
Pamco also released data showing the level of trust in each of the national newspapers – in print and online – based on 35,000 face-to-face interviews conducted by Ipsos Mori.
This revealed that The Sun was the least trusted national newsbrand online (by just 39% of its own readers) followed by Mail Online (46%).
Readers of the print versions were also sceptical, with 48% trusting what they read in the Sun and 49% giving credence to content in the Sun on Sunday; the Daily Mail fared better with 59% trusting what they read there, while 58% trusted the Mail on Sunday.
At the other end of the scale, the Guardian was the most trusted newsbrand (by 84% of online readers and 89% of print readers).
Regional titles also performed well, with the Yorkshire Post, Dundee Courier, Aberdeen Press& Journal and The Herald all scoring above 80% trust for print versions; the Yorkshire Post, The Scotsman and The Herald scored above 70% for their online versions.
Separate research from Trinity Mirror has highlighted how the local news context delivers a significant uplift in trust for brands advertising there.
And at a time when “fake news” online is a major talking point, two thirds of online newsbrand readers surveyed said they trusted what they read; moreover, most people (88%) felt it was time well spent.
“Despite the proliferation of content available to consumers, they still place great value in curated content from trusted brands,” said Simon Redican, chief executive of Pamco.
Sourced from Press Gazette; additional content by WARC staff