With digital media now perceived as the principal purveyor of “fake news,” paper instills readers with greater confidence. In the 2017 Print and Paper in a Digital World survey, 56% of U.S. respondents said they trust what they read in printed newspapers compared with just 35% who have faith in stories found on social media2. That translates to advertising, too, with print ads ranking no. 1 in terms of trustworthiness—and social media ads dead last3. Consumers also put more stock in print because they are mindful of the care (the editing, vetting and proofreading) that goes into printed pieces, which, unlike their digital counterparts, can’t be revised with a simple click.