Hark! The Herald! (Trusted? Better Verify Edition)

Latest in our endless series from the selfie local tabloid

As the hardreading staff was leafing through our New! Costlier! Boston Herald this morning, we came across this small house ad on page 9.

 

 

Who knew, right?

(To be sure graf goes here.)

To be sure, we have, on occasion, been wary of trusting the pluggy local tabloid regarding such matters, so we decided to check out that Brand Keys outfit, and here’s what we found.

A recent Brand Keys study measured “trust” among readers of their newspapers-of-choice.

Sure, ideology self-defines selection when it comes to subscribing to a newspaper (in print or digital), but “Trust” accounts for 41% of actual newspaper brand engagement.

The remaining 59% is accounted for by content and values addressing “entertainment listings and sports,” “an ability to educate and inform via news reporting, columnists, and editorial,” and providing insights into the “economy and local events and markets.”

 

The study asked 3800 readers – either print subscribers or regular digital readers (3+ times a week) – to evaluate their newspapers.

Drumroll, please.

 

 

Given its perhaps unlikely presence on the list, you can understand the chants of “We’re Number Twelve!” echoing around Fargo Street.

But when you think about it, 18% of regular Herald readers don’t trust the paper; of course, that’s also true of 14% of Boston Globe readers.

Maybe they should crisscross.

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