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The report, called Driving Brand Enhancement, concludes that readers of international publications are far more receptive to corporate advertising as these titles are more trusted and have higher standards of journalism.

Some 24% of respondents believed strongly that the reputation of international print titles better complemented that of a corporate advertiser, while only 13% of those questioned believed the same was true for national titles.

The report also showed consumers believe the journalism in international publications was superior to national titles - 77% compared to 57%.

The project, carried out by ICD Research, drew from two matched samples of 1000 people across the UK, France, Germany, Italy, Spain and Switzerland. One group comprised readers of international media and the second readers who did not read international media but matched the first group demographically and occupationally.

World Press Group is a member organisation for eight publishing brands including The Economist, Financial Times, Fortune, International Herald Tribune, National Geographic, Newsweek, Time and The Wall Street Journal Europe.