NS Chief: Trust Is Key

The head of the Newspaper Society has asserted that local newspapers can transfer brand value when moving into new media.

David Newell stated that reports show regional titles to be the most trusted section of the UK media and claimed that this trust is carried forward when newspapers expand into the digital market.

Speaking on BBC Radio 4, Newell said "trust has a commercial value" and remains the core rationale for regional newspaper groups whether they are working in print or online.

The organisation's director also noted that the advent of websites has not changed the role of local news groups as it is still their duty to connect people within their community.

He added: "Life is so local for everyone, even in the multimedia age."

Newell was speaking on Read All About It, which formed part of BBC radio's season of programmes on the British newspaper industry.

Further details on the series, which continues this week, can be found on the BBC Radio 4 website.