Trinity Mirror survey shows people trust local titles the most

Trinity Mirror has commissioned a large-scale readership survey and launched a new initiative called Connecting Communities in a bid to highlight the power of the regional press to advertisers.

The research, involving 34,000 interviews, has established that local titles are perceived to be the most trustworthy media by readers and that readers use the advertising in local titles to help with purchase decisions above that of any other media.

Amra, the regional subsidiary of Trinity Mirror that sells advertising across 252 newspapers, is providing advertisers with full access to the survey.

The Connecting Communities initiative will see Trinity Mirror's regional titles working together on editorial, marketing and sales projects.

Gary McNish, the managing director of Amra, said: "This is a massive survey. It will give marketing and sales teams, along with Wishbone, our creative arm, the ammunition to provide accurately targeted creative solutions."