LOCAL press is the most trusted source for news, according to research from YouGov.

The study carried out by the analytics firm and commissioned by Local Media Works revealed local newspapers and websites such as The Messenger were three times more trusted for regional news and information than social media.

The survey showed 74 per cent of respondents trusted the news in their local papers, making it the most reliable source of information.

It also came ahead of local commercial TV and radio, search engines and other websites.

Craig Nayman, Local Media Works chairman, said: “This survey provides yet more compelling evidence of a resurgence of trust in traditional media outlets, with local media leading the way, as the public become increasingly aware of the dangers associated with social platforms and fake news.

“In the current climate, trust is at a premium and advertisers large and small must recognise the clear advantages of partnering with local media in order to communicate with their audiences in a safe, trusted, and highly effective environment.”

Justin Marshall, associate director at YouGov, said: "As shown in the data from this research, trust in social media as a source of news is particularly low, followed by general internet searches, whereas trust in established news brands is far greater."