A new survey has suggested national newspapers are the medium least trusted by the older generation, writes Anna Morris.
The survey, by over-50s marketing agency Millennium, shows that of the 30,000 respondents, only 10 per cent believe nationals are “very trustworthy”.
In contrast, 23 per cent of respondents found local newspapers to be very trustworthy.
Broadcasters topped the poll, with 43 per cent believing radio news was very trustworthy and 40 per cent giving TV news the same rating.
Martin Smith, managing director of Millennium, said: “It is significant that national newspapers are found to be the least trusted source of media, because older consumers are a significant part of the regular newspaper buying audience. Nationals don’t seem to want to be identified with older readers, there is a lack of empathy with the mature market”