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BtoB

OPA research indicates media properties more trusted than portals, social media

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New York—Research released last week by the Online Publishers Association indicated that online media properties (such as NYTimes.com and The Wall Street Journal Digital Network) outperformed portals (such as AOL News and Yahoo Sports) and social media networks (such as Facebook and MySpace) in terms of trust in the content and believability of advertisers.

The research found that 72% of consumers trusted content on media sites, which was more than the percentage of consumers that trusted content on portal channels (60%) or social media (23%). Additionally, the study found that consumers were more likely to believe that advertisers on content sites were high-quality or reputable (24%) compared with portal channels (20%) or social media (8%).

The study, A Sense of Place: Why Environments Matter,” was conducted online from mid-March to mid-April by Harris Interactive, which polled 2,910 U.S. adult consumers.

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