Specialized media offer credibility
Posted: Tue Dec 10, 2024 5:08 am
In this context, communication scientists speak of a gatekeeper effect: although journalists are sometimes accused of bias, sensationalism and lack of seriousness, people generally trust that journalists are better than laymen at separating the important from the unimportant, the true from the false. Incidentally , print media benefits particularly from this effect . According to a recent study by the American consultancy Kantar, its trust advantage over other media is 25%.
4. and networking at the same time
If it were only a matter of reaching the target group as precisely as possible, the entire advertising industry would only work online. This is because cookies, user behaviour analysis and algorithms can be used to target customers much more precisely in the online world than in the analogue world. Taken to the extreme, this leads to personalised newsletters in which the potential buyer is offered exactly what he is interested in.
It sounds convincing, except for one big but: personalized advertising is annoying. So much so that 39% of users explicitly reject it and therefore delete it quickly. Since it often lacks a serious background, it is also very easy to recognize it as a clumsy sales attempt.
But that is exactly what most clients do not list of telegram users in malaysia want. So what to do? How to combine target audience security with the advantages of a credible editorial environment? Specialist media often offer an ideal solution. Because they combine the best of both worlds: They target exactly the industry-specific target group that advertisers want to reach and at the same time convey expertise.
In a survey of SMEs, a frequent target group in B2B businesses, 70% of respondents stated that they turn to advertising that is thematically suited to the medium as more credible . This is also because specialist media speak the language of their target audience and thus automatically enjoy an advantage in terms of trust. In contrast, advertising that is not suited to the medium is harassed by 79% of respondents .
5. recognize and use quality
Credibility is logically linked to quality. In almost all surveys, users associate quality with some particularly important basic characteristics. Journalistic independence comes first . And so does foresight. The more points of view a medium offers on a topic, the more different experts it allows to give their opinion, the better it will perform in quality rankings.
In the case of specialist media, there are some additional factors, such as reputation within the sector. Although many titles are barely known to a wider audience, they still have a great advertising impact because they have become a leading publication in certain fields. In addition, they offer exactly the content that readers want.
4. and networking at the same time
If it were only a matter of reaching the target group as precisely as possible, the entire advertising industry would only work online. This is because cookies, user behaviour analysis and algorithms can be used to target customers much more precisely in the online world than in the analogue world. Taken to the extreme, this leads to personalised newsletters in which the potential buyer is offered exactly what he is interested in.
It sounds convincing, except for one big but: personalized advertising is annoying. So much so that 39% of users explicitly reject it and therefore delete it quickly. Since it often lacks a serious background, it is also very easy to recognize it as a clumsy sales attempt.
But that is exactly what most clients do not list of telegram users in malaysia want. So what to do? How to combine target audience security with the advantages of a credible editorial environment? Specialist media often offer an ideal solution. Because they combine the best of both worlds: They target exactly the industry-specific target group that advertisers want to reach and at the same time convey expertise.
In a survey of SMEs, a frequent target group in B2B businesses, 70% of respondents stated that they turn to advertising that is thematically suited to the medium as more credible . This is also because specialist media speak the language of their target audience and thus automatically enjoy an advantage in terms of trust. In contrast, advertising that is not suited to the medium is harassed by 79% of respondents .
5. recognize and use quality
Credibility is logically linked to quality. In almost all surveys, users associate quality with some particularly important basic characteristics. Journalistic independence comes first . And so does foresight. The more points of view a medium offers on a topic, the more different experts it allows to give their opinion, the better it will perform in quality rankings.
In the case of specialist media, there are some additional factors, such as reputation within the sector. Although many titles are barely known to a wider audience, they still have a great advertising impact because they have become a leading publication in certain fields. In addition, they offer exactly the content that readers want.