Traditional Media Still Gain Consumers' Trust

• Posted: Thursday, October 12, 2006
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• Author: pradhana
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• Filed under: Market Survey

TV, radio, print get the eyeballs during major national events.

By Debra Aho Williamson - Senior Analyst

A recently released study by Lexis-Nexis — a provider of searchable databases of news and information — finds that during major national events, consumers turn first to TV, radio and print.

According to the study, half of the respondents said they would use network TV during a news event and 42% would turn on the radio. One-quarter would visit a Web site and 6% would visit some form of online user-generated content such as a blog or chat group.

The study will be good news to the companies and traditional media outlets whose content appears on Lexis-Nexis' various databases. But the leading question is whether people will still trust and use traditional media for everyday news or for their latest fix on celebrity gossip.

Here, the Lexis-Nexis study is somewhat less positive. Emerging news sources (defined in the survey as "citizen journalists, pundits and organizations who create alternative or Internet-only publications, blogs and podcasts, often with a personal or particular point of view") are expected to gain in importance.

"In the future, more than half (52%) of the consumers surveyed anticipate they will continue to mostly trust and rely on traditional news sources," Lexis-Nexis reported. "However, more than a third (35%) expect they will trust and rely on both emerging news and traditional news in the future, and more than one in ten (13%) anticipate they will trust and rely mostly on emerging media."

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