Don't Touch That Dial! Traditional Media Most Trusted Information Source

    APEX PR Influencer Report reveals TV, Radio to be most accessed, trusted

    TORONTO, Oct. 25 /CNW/ - More than a decade after experts predicted
online media would lead to the demise of television and newspapers,
traditional forms of media remain the most credible sources of information to
    According to the APEX PR Influencer Report, conducted by Leger Marketing,
TV and radio top the credibility scale. In fact the top five most credible
information sources were all traditional media: radio (67 per cent);
television (66 per cent), national newspapers (66 per cent), regional
newspapers (62 per cent) and national business magazines (52 per cent).
    Interestingly, the traditional news channels also beat out friends and
family, who had a credibility rating of 55 per cent, and co-workers with a
rating of 38 per cent.
    While traditional media has not drifted into obscurity as some pundits
had predicted, consumer-generated and other new media, such as blogs, wikis,
podcasts and social networking sites, are definitely on the charts, as
consumers choose from the ever expanding array of information channels. In
fact, one in three consumers is using a social networking site per week and
19 per cent are visiting blogs. Not surprisingly, new media was considerably
lower on the credibility chart with blogs, for example, having a 10 per cent
credibility rating and podcasts garnering a 7 per cent score.
    "It's no secret that there are more information options than ever before,
but what we've learned with this study is how and why consumers are making
certain choices," said Pat McNamara, president of APEX Public Relations Inc.
"It's clear that if we want to communicate with the public we need to
understand where they get their information and how they are making decisions.
We can't abandon traditional media, but we also need to understand that it's
becoming increasingly vital to talk to audiences through multiple channels."
    The APEX PR Influencer Report examined three main areas: what is the most
credible source of information; what is the most accessed source of
information and what is the most influential source of information when making
specific purchasing decisions.
    "This comprehensive study provides an unprecedented look at what
information sources Canadians are using and why," said Dave Scholz, vice
president of Leger Marketing. "Contrary to popular doom and gloom scenarios
that speak about the impending demise of newspaper and radio, Canadians were
clear that these traditional media are in fact the most trusted and credible
sources. That said, a few years ago, podcasts and blogs would not have even
been on the radar, so it is interesting to see that they have received as much
attention and garnered as much credibility as they have, in such a short
period of time."
    The APEX PR Influencer Report offers a review of Canadian media usage and
information source trends.

    What's considered credible?
    Here's a snapshot of some of the demographic differences that appeared
when Canadians were asked about what they thought were credible information


    -   77% of British Columbians view radio news or programs as a credible
        source (national average is 67%)
    -   45% of British Columbians say company websites are credible (national
        average is 38%)
    -   12% of British Columbians view blogs as credible (national average
        is 10%)


    -   12% of Albertans see blogs as a credible source (national average
        is 10%)
    -   53% of Albertans view regional newspapers as credible (national
        average is 62%)


    -   63% of Manitoba/Saskatchewan respondents view family and friends as a
        credible source (national average is 55%)
    -   52% of Manitoba/Saskatchewan respondents say local community
        newspapers are credible (national average is 46%)


    -   70% of Ontarians view national newspapers as a credible source
        (national average is 66%)
    -   36% of Ontarians say news websites are a credible source (national
        average is 32%)


    -   76% of Quebecers view television news or programs as a credible
        source (national average is 66%)
    -   71% of Quebecers say regional newspapers are a credible source
        (national average is 62%)
    -   62% of Quebecers view family and friends as a credible source
        (national average is 55%)
    -   62% of Quebecers view national business magazines as a credible
        source (national average is 52%)
    -   50% of Quebecers see co-workers (WOM) as a credible source (national
        average is 38%)
    -   43% of Quebecers view company websites as a credible source (national
        average is 38%

    Atlantic Canada

    -   51% of the Atlantic Canadians view local community newspapers as a
        credible source (national average is 46%)

    Generational and Gender differences

    -   78% of consumers who are 18 to 24 view national newspapers as a
        credible source (national average is 66%)
    -   Those who view news websites as a credible source tend to be younger:
        40% (18-24), 36% (25-34), 36% (35-44), 31% (45-54), 30% (55-64),
        21% (65+)
    -   34% of women view national lifestyle magazines as a credible source
        compared to 25% of men (national average is 30%)
    -   20% of consumers who are 18 to 24 think blogs are a credible source
        (national average is 10%)
    -   12% of consumers who are 25 to 34 think social networking is
        credible, compared to 2% of those who are 65 plus (national average
        is 8%)
    -   20% of consumers who are 18 to 24 view podcasts as a credible source
        (national average is 7%)

    The study was conducted between September 7 and 18, 2007, and surveyed
1,517 adults across Canada. It is considered accurate within +/- 2.5
percentage points, 19 times out of 20.

    About APEX Public Relations

    Founded in 1998, APEX Public Relations Inc. specializes in marketing
public relations, corporate and employee communications, advanced technology
and issues management. The APEX team is comprised of communications
professionals experienced in strategy development, media relations, special
event planning, employee communications and promotions. Clients include: Bank
of Montreal, Fuji Photo Film, Grand & Toy, John Frieda, Levi Strauss & Co.
(Canada) Inc., Nike Canada, Samsung Electronics Canada and UPS.

For further information:

For further information: Ellen Leesti or Dan Ovsey, APEX Public
Relations, (416) 924-4442 ext. 252 or 239, or

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