Why Nebraskans Trust Newspaper Ads More Than Social Media

Summary

• Nebraska residents trust local newspaper advertising far more than social media, according to the 2025 Nebraska Statewide Study.
• Newspaper ads outperform other media in consumer comfort, reliability, and effectiveness—especially for home services and local businesses.
• Social media ads are viewed as significantly more irritating and less credible by Nebraska audiences.
• Communities with strong local newspapers experience lower government spending, higher voter turnout, better-performing schools, and improved public health outcomes.
• Local newspapers play a vital role in civic engagement, government transparency, and building community trust.
• Newspaper advertising in Nebraska remains a powerful, results-driven tool for marketing, outreach, and public confidence.

If you spend any time in marketing circles these days, you’ll hear a lot about clicks, impressions, and social algorithms. But here in Nebraska, it turns out people still put a lot of stock in something a bit more grounded: the good old-fashioned newspaper ad.

Whether it’s in print or online, local newspaper advertising continues to punch above its weight — and the numbers prove it.

Trust You Can’t Scroll Past

According to the Nebraska Statewide Study 2025, a whopping 85% of Nebraska adults say they’re comfortable with home services businesses that advertise in their local newspaper. That’s a higher comfort level than what people report for local TV, radio, or even well-known review sites like Angie’s List or Yelp.

And social media? Only 62% of Nebraskans feel comfortable with businesses they discover there. That’s a 23-point gap.

It gets even more revealing: when asked what kind of ads feel the most irritating, 50% said social media, compared to just 11% for newspapers. That’s not just preference—it’s a clear vote of confidence for local media.

It’s Not Just About Nostalgia

Some might chalk this up to habit or demographics, but that misses the bigger picture. Newspaper advertising in Nebraska is trusted because it feels rooted in the community. It shows up alongside stories that matter—school board updates, local sports scores, public notices, and photos from the homecoming parade.

When a business advertises there, it’s not just selling—it’s showing up in the places where Nebraskans already pay attention and feel informed.

Ads That Actually Drive Action

There’s another reason newspapers continue to deliver for marketers: they work.

Among Nebraska newspaper readers who recall seeing an ad:

• 39% said they visited a store or dealer afterward.

• 37% went to the advertiser’s website.

• 33% saved the ad for future use.

That’s not just brand awareness—that’s consumer behavior in motion.

Newspapers Strengthen Communities

But the value of local newspapers goes well beyond advertising metrics. Across the country, research consistently shows that communities with strong local journalism enjoy tangible, long-term benefits:

• Lower government spending and lower taxes: Studies have found that when local newspapers close, government costs tend to rise due to reduced oversight and accountability. Conversely, active local media can act as a fiscal watchdog.

• Higher civic engagement: Communities with newspapers see higher voter turnout, more competitive elections, and more residents contacting elected officials.

• Better schools: Local journalism has been linked to increased awareness of school board decisions, stronger community support, and improved education outcomes.

• Healthier communities: Public health initiatives gain more traction when communicated through trusted local sources. Newspapers often play a critical role in information dissemination during health crises.

When a newspaper shuts down, the effects are visible: transparency declines, misinformation spreads, and civic participation erodes. These aren't just media industry concerns—they're community-wide consequences.

As a study by the University of Notre Dame put it, losing a local newspaper can result in a “democracy deficit.” A community without a newspaper is a community with fewer eyes on those in power, fewer stories about those doing good work, and fewer shared moments that define life together.

In Nebraska, local newspapers continue to be trusted, read, and relied upon—by residents, voters, and neighbors who care about what’s happening in their towns. Supporting local journalism isn’t just a media choice; it’s a community investment.

Because when local news thrives, so does the community around it.