Marketing on the internet sees some of its best results when the websites involved are for local media.

That's the finding of a new report by JupiterResearch for the Online Publishers Association (OPA), and there were a number of reasons for this, according to OPA president Pam Horan.

"With strong brands and trusted environments, local media sites deliverconcrete results for local advertisers," she said.

The OPA discovered that local sites inspire trust in consumers, with 56 per cent of visitors to local newspaper websites expressing "strong trust" of the advertising they saw.

Ms Horan continued: "Local content sites of all types play an important role in serving the local community.

"But this report shows that local media sites have a very real advantage when it comes to delivering results for advertisers."

This may prick the ears of non-local companies who may think that advertising on locally-based websites could earn them a big return.

But does a lot of this trust also come from the fact that the brands being advertised on these websites are also local?

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