Local newspaper websites and the adverts they host are considered the most trusted online content among North American internet users, according to a new poll.

The survey by comScore for the Newspaper Association of America (NAA) found that targeting internet marketing services at these portals can provide a significant boost to brand perception, as 36 per cent of respondents consider ads on local newspaper’s sites to be trustworthy, compared to 23 per cent for ads on local television sites.

Overall, 78 per cent said they rely on ads from local newspaper websites because they are more likely to be current.

In terms of site content, newspaper portals were rated as the most trustworthy sources for local news, sport and entertainment.

NAA president and chief executive John Sturm said: "This important research provides further evidence of newspapers’ successful multiplatform transition, with the medium serving as a continuous local resource for consumers."

Established in 1992, the NAA represents around 2,000 publications in the US and Canada.

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