Why print wins on trust: Newspapers outperform digital when it comes to credibility in Canada

The digital age has challenged how we navigate information, while also bringing trust in news to the forefront of public discourse. While some critics have suggested trust is fading, Canadian data reveals a more optimistic story, and one that showcases the resilience and lasting influence of print.

Newspapers lead the way in trust for editorial content

Editorial content in both printed newspapers and e-editions is more trusted than any other medium, with 66% of adult Canadians trusting these sources. Among digital formats, the gap was even more pronounced: 57% trusted news media websites, the most trusted of any digital platform, compared to only 27% who trusted Facebook or Instagram, and 24% who trusted other social media channels. In a scrolling and algorithm-driven culture, curated editorial environments stand out and signal credibility.

Advertising in trusted brand environments: newspapers outperform other platforms

Brands that seek an advertising platform that is both trusted and safe need to look no further than traditional news media. Recent data shows that ads in both print or online newspapers are the most trusted format for 60% of Canadians, followed closely by print at 55%, and TV and radio programs at 49% and 48%, respectively.

In the digital realm, newspaper websites maintain their trust advantage. Ads on news media websites ranked best, with 53% of Canadians trusting these sources over other digital formats. Other high performers included radio websites (45% trust), TV websites (44% trust), and Google (43% trust).

While many advertisers choose to focus their ad dollars on social media, the data suggests these were the least trusted ad environments for Canadians, with only 28% trusting Facebook or Instagram, and 26% trusting other social channels.

Newspaper advertising drives audience action

While trust is critically important for driving business results, advertisers also need to see action. Here too, newspapers deliver. Canadians don’t just trust newspaper content more than other sources; they also act on this trust. 54% of weekly newspaper readers noticed ads across print or digital, with nearly 50% taking some action after seeing an ad.

The Globe and Mail’s audience numbers are even higher than the national average: 57% of Globe weekly readers noticed an ad in a print or digital edition, and over 50% took action after seeing it. This combination of trust and follow-through is crucial in today’s fragmented landscape.

The most common actions taken among Globe readers were to search for a product or brand online (18%), visit the advertiser’s website (16%), talk about the ad with others (15%), or visit a retail or restaurant location (15%).

This level of engagement also reflects the immersive nature of the newspaper reading experience. Readers use The Globe and Mail to track world events, personal interests, and business concerns, all within one trusted environment. As part of a 2022 Globe Insiders study, readers also shared how they engage with newspaper content. One Toronto reader noted:

“I read the Globe replica edition on my phone every morning while having a coffee and eating breakfast. I like to learn about what’s going on in the world. I also keep an eye out for trends and articles to flag to clients in my business.”

-Amy L, Toronto, ON, President (Communications & Content company)

What readers say: newspapers as daily ritual

Globe readers in the study appreciated the tangible experience of a print newspaper. As one financial regulation consultant from Calgary explained: “I like a morning newspaper, an actual paper that I can hold in my hands.”

This sentiment is shared by many across the country today. For half of Canadians, print is especially enjoyable because it offers an uninterrupted, relaxing reading experience. Nearly as many (48%) say they turn to print to discover new information they wouldn’t usually seek out.

Beyond the numbers, newspaper readers speak to something more profound: the role that quality journalism plays in their daily lives. As one Toronto Health professional in the 2022 study explained:

“I get the Saturday print edition and love it. I often read it over a leisurely coffee on Sunday morning. I love the in-depth coverage, investigative reports, the stories behind the news – I can get the news from a number of credible sources and I do…All this to say, the Globe is part of my weekly routine, a bit of a ritual, it is also a long-standing educational resource, and finally, it is a connecting point with friends and family…”

The Globe and Mail’s trust ranking among national newspapers

Recently, Reuters tested the brand trust of Canadian national newspapers. The study results confirmed what many Globe readers likely already suspected: 56% of Canadians trust The Globe and Mail for news. Trailing behind were The National Post (51%) and The Toronto Star (49%), while news overall was trusted by only 39% of Canadians. This Globe’s lead underscores how credible journalism can rise above broader industry skepticism.

Summary

In a media landscape recently dominated by concerns over misinformation and declining trust, newspapers stand out for their enduring credibility. With trust levels that far outpace those of social media and high ad engagement, the message to brands is clear. For advertisers seeking audiences who will notice, trust, and act, newspapers continue to win.

Insights

66% of Canadians trust editorial content that appears in newspapers.

Only 27% of Canadians trust news on Facebook or Instagram.

Nearly 50% of weekly newspaper readers take action after seeing an ad.

Canadians are most trusting of editorial content on news media websites.

Ads in printed or online newspapers are trusted more than any other format.

Nearly 60% of Canadians trust The Globe and Mail for news, compared to just 39% who trust news overall.

57% of Globe weekly readers noticed an advertisement in print or digital.

Among all the actions Globe readers could take after seeing an ad in the newspaper, the most common were searching for a brand online (18%) or visiting the advertiser’s website (16%).