As the line between editorial and advertorial continues to blur, so does the public's confidence in content from publications versus brands, as evidenced by new industry research that explores this topic-with some unexpected results. A new study by Vibrant shows that only two% more of consumers trust content from publications (35%) than from brands (33%); and yet, there are more consumers who distrust content from publications (18%) than there are who distrust content from brands (15.5%). Additionally, the number of consumers that distrust content from media titles they know (12%) is double the number who distrust content from brands that they know (6%).
Jarrod Gingras is an Analyst covering technology across the enterprise information landscape including web content management and enterprise content management.
Since joining The Real Story Group, Jarrod has contributed to research across the enterprise information landscape, with a special focus on the end-user experience for the technologies we evaluate. He has also advised clients such as the Children's Hospital of Philadelphia, Nokia, and MIT-Sloan Business School on their enterprise information challenges.
Follow Jarrod on Twitter: @JarrodGingras