The survey, undertaken by YouGov, was originally commissioned by The Times in April 2007 as a major plank of their recent rebranding for the Sunday Times. Unfortunately the study proved the opposite to their assumptions and was quickly shelved. With the leaking of the study, The Times is having to quickly reconsider their positioning and has gone into damage control.
Among a range of questions, over 4,604 respondents were asked what publication they most read as a source of information relevant to them. They were then asked whether they trusted the information. 96% of Heat readers trusted the information in the publication compared to 56% in The Times.
The study also revealed that Heat readers felt there wasn't quite enough information about Amy Winehouse and Kerry Katona (47%) compared to readers of The Times feeling there were too much information on the unrelated celebrity couple.
Which just goes to show that if you want to read more celebrity gossip that you can't trust, you should read The Times.
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