Following release of its regional newspaper research, Australia's The Newspaper Works is pushing home the message with a print advertising campaign.

Among findings of the specially-commissioned 'Think local - news media research report', was that the sector has almost twice the trust of television and radio; More than half of respondents considered regional newspapers and their websites as a trusted source of information.

The national campaign, targeting local business owners, features a series of print ads tailored to individual towns and geographic areas with the headline 'Newspapers are the #1 source of local information'. It will run in regional newspapers supported by foundation TNW members News Corp Australia, Fairfax Media, APN News & Media and Seven West Media.

Findings from the report, released last month, form the basis of the new campaign, which aims to reinforce the close and trusting relationship communities have with their local newspaper that also provides an effective advertising environment for businesses. Research Now collected data from 1440 newspaper readers between November 26 and December 14 last year.

The Newspaper Works chief executive Mark Hollands says the campaign seeks to confirm the influential role of regional news media to both readers and advertisers: "Readers overwhelmingly turn to their local newspaper to stay informed about issues affecting their area, events in their region and to get practical, relevant information."

The report also found that 54 per cent of people ranked regional newspapers as their most trusted source of information, followed by television at 29 per cent, radio at 27 per cent and online search at 18 per cent. Regional newspapers were also the most engaging source of information, with readers 1.4 times more likely to find their regional newspaper more engaging than TV, 1.6 times more so than radio and 2.9 more so than letterbox-dropped catalogues and flyers.

Readers said regional newspapers were better than all other media at providing information about their local communities and how to find businesses and services in their area (77 per cent), compared to radio 30 per cent, catalogues/flyers 24 per cent, and television 22 per cent. Regional newspapers were the biggest influence on shopping and buying behaviour at 37 per cent.

Research found regional news media readers were more likely to be high income earners, with one in three earning $80,000 or more per annum. The Nielsen Global Trust in Advertising Report, released last September, found that newspapers were also the most trusted medium for ads.