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INMA Knows

Trust In Media

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

Being trusted has always been a goal of news media publishers. In 2021, it is vital. Advertisers rely on a trusted brand to share their trusted brands. Audiences rely on a trusted brand to be educated on their community and their world, perhaps in 2020 more than ever before. As reader revenue grows in its role as the business model for news media companies, trust becomes inextricably tied to the industry's digital subscriptions goals. What did former president U.S. Donald Trump and his peers worldwide do to tear this trust down? What did the pandemic do to raise it up? Sally Lehrman, founder of The Trust Project, sums up the importance of trust in news: “The global pandemic has awakened more people to the value of accurate news and their own role in choosing it. The news industry must connect even more deeply to the principles of social responsibility at journalism’s heart and become the people’s trusted, responsible, and responsive ally. We must do so not just for philosophical reasons, but for our very survival.” Case studies and research from INMA members shed light on how the industry can do better toward the somewhat vague, absolutely necessary idea of trust.

 

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Trust In Media”

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Opportunities, challenges of AI are top of mind throughout news media companies

The thread of AI carried through most every session of the recent INMA World Congress of News Media — study tours, workshops, and conference sessions. Here are the pros (including one surprising one) and the cons that surfaced throughout the week.

05 June 2023

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Decoding Gen Z: Axel Springer shares changes needed to reach young readers

Bente Zerrahn, innovation catalyst at Axel Springer, explained what Gen Z wants (and how it thinks) during an INMA Webinar on Wednesday. Bottom line: They want news they can trust, delivered to them via Instagram or TikTok, and explained in a way they can understand it.

13 July 2022

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WSJ puts trust at the forefront of new brand platform

The Wall Street Journal’s strategic inception point for the campaign was looking at how it could maximise relevancy where the three Cs — communities, context, and content — overlapped.

04 October 2021

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Research shows younger users create a shift in news consumption

During Wednesday’s INMA members-only Webinar, Kirsten Eddy, co-author of the Reuters Institute Digital News Report 2022, presented some of the findings from the annual report.

06 July 2022

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Editorial and product teams must work together to acquire, retain subscribers

News teams that drive content have the closest relationship with subscribers and the biggest impact on their day-to-day experience. Their partnership with product teams is crucial to reader revenue models.

07 June 2021

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Media must engage with readers, embrace personalisation to combat news avoidance

People avoid reading the news for a variety of reasons, and news publishers need to take these five steps to keep them engaged.

26 February 2023

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Media companies need to better educate advertisers and agencies on the power of print

Ulbe Jelluma, managing director in Europe for Print Power, shared his thoughts during an INMA-members only Webinar about what advertisers and marketers need to know about print advertising.

25 August 2021

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Media CEOs discuss what’s next for news media

At last week’s INMA World Congres of News Media, Product Lead Jodie Hopperton talked with Sinead Boucher, CEO of Stuff; Frederic Kachar, CEO of Infoglobo; Catherine So, CEO of the South China Morning Post; Praveen Someshwar, managing director and CEO of HT Media Group; and Gert Ysebaert, CEO of Mediahuis Group, about the future of media as they see it.

01 June 2023

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Is solutions journalism the industry’s answer to trust and retention?

Kyuwon Lee, international associate at Solutions Journalism Network in Southeast Asia, shares his thoughts and strategies about solutions journalism and how it can help media companies overcome news avoidance.

17 October 2022

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Putting the audience, data first can help media overcome news avoidance

Media companies should foster an audience-first, data-informed growth strategy to overcome news avoidance and build thriving communities.

08 September 2022

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Hearst campaign across 5 metro titles rebuilds trust during pandemic

As concerns about the pandemic escalated, Hearst Newspapers launched a campaign to establish itself as a source of ongoing pandemic information as well as of inspiration, with stories of bravery, compassion, and resilience.

03 May 2021

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Nielsen data shows Indian media consumer trust print, are digitally connected

The managing director of Nielsen Media in India shares data about the Indian media consumer: Every second resident is on the Internet, young readers get their news from social media, and many of those age 36 and up get their news from a newspaper.

14 August 2022

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To maximise its presence on TikTok, VG asks young users about their platform perceptions

VG is not trying to act the role of a youth on TikTok, but its insights about how young people view the publication and use the platform inform its strategy to reach youth with relevant content.

04 January 2023

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Forum Communications launches Trust Week to engage, educate readers

To help readers understand what makes a trustworthy news source, Forum Communications Company launched Trust Week in April.

29 June 2023

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Is there a trust crisis outside of U.S. media?

Trust is critical, but maybe the crisis is overblown outside of the United States. News of such a crisis in other parts of the world seems to be exaggerated, according to Stuff Editor-in-Chief Patrick Crewdson.

22 August 2022

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Trust, retention in news media depend on quality, value, personalisation

Without trust, there is no relationship, loyalty, or sustainable business model. Here are eight ways to drive brand trust.

07 May 2023

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News UK COO shares thoughts on role of news media during the pandemic

David Dinsmore, COO of News UK, spoke to INMA members in a Webinar about the role his company’s journalism played during the pandemic and what the changes mean for the future of the news industry.

26 January 2022

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INMA gets a deep look at the 2021 Digital News Report from Reuters Institute

An exclusive Webinar for INMA members with Nic Newman of Reuters Institute took a deep look into the 2021 Digital News Report and analysed what those trends mean for news publishers.

21 July 2021

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Creating high-value journalism readers trust is key to reader revenue model

INMA Newsroom Initiative Lead Peter Bale details how trusted journalism is centre to the news media business model of reader revenue.

07 March 2022

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Research shows trust in media is falling

INMA Newsroom Initiative Lead Peter Bale discusses new research in New Zealand and worldwide that shows trust in news is dropping.

14 April 2022

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Diverse sourcing, awareness of terminology are among story features that build trust

There is no one-size-fits-all solution for securing reader trust, but U.S. research shows newsrooms can use several strategies to foster better relationships with readers.

02 March 2023

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Encourage users to give up their data by improving trust, value exchange

Giving users opportunities to interact on your Web site site in return for their data encourages them to become registered, known users. It starts with trust.

24 July 2022

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Maharashtra Times asks readers what they really want

During COVID-19, newspaper delivery in India was severely impacted, which affected Maharashtra Times’ circulation. The company launched a simple but effective campaign to rebuild reader confidence and boost retention.

11 July 2022

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Times of India fights the deadly pandemic of fake news

The Times of India launched a community service, #TimesVerified, to provide clarity and accuracy on vital issues through a collaborative effort with readers.

06 December 2022

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Reuters Institute report shares hard truths about reader trust

The 2022 Digital News report from the Reuters Institute at Oxford shares quite a few sobering facts, including: The median number of subscriptions per reader is one and trust in media is back to pre-pandemic levels.

26 June 2022

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Australian report shows Facebook drive-by news readers trust news less

New research shows readers who run across news on Facebook incidentally — as opposed to those who intentionally seek it out — are more likely to lose trust in news over time and associate it with misinformation.

17 April 2023

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New Zealand Herald increases engagement with trust campaign

The New Zealand Herald’s Headspace campaign yielded good results: Among users ages 18-29, readership increased by 51%, and engagement went up eight minutes over the previous year.

18 January 2022

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Disruption requires media companies rethink engagement strategies

Disruptions to the news media industry are opportunities to reexamine and reframe strategies, executives from Axate, Scroll, Substack, The Trust Project, and Sophi.io said during the recent INMA Putting Newsrooms into the News Business master class.

06 April 2022

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New INMA report delves into how news media can rebuild trust

Trust and subscription revenue are inextricably connected — and trust is headed in the wrong direction for news media companies around the world. Sally Lehrman, founder of The Trust Project, is the author of INMA's latest report, which shares research and case studies focused on restoring that trust.

21 January 2021

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5-point checklist can help readers trust your advertiser’s brand

Branded content — when done well and when trusted — is important for media revenue. Here is a five-part checklist to help that happen.

18 September 2022

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Lessons from the front lines of newsroom change

INMA Newsroom Initiative Lead Peter Bale discusses mistakes made by newsroom leaders — and advice on what they would’ve done differently — and new research that shows trust in news is dropping.

13 April 2022

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Media companies must put facts into perspective for well-rounded war coverage

When using video from external sources, newsrooms must prioritise relevant and truthful reporting. South China Morning Post clearly identifies the source in all video it shares with audiences, keeping transparency a top priority.

04 April 2022

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SCMP campaign reinforces brand integrity with a journalism-focused campaign

The “Your Hong Kong, Your SCMP” helped South China Morning Post remind local audiences of the value of quality journalism.

16 August 2021

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UNESCO report: News media companies find inspiration amidst doom and gloom

News media professionals are generally optimistic about the future, despite the notable challenges of digital disruption, business model failures, staff cutbacks, and closures, a report by UNESCO finds.

07 February 2023

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Research: People living in news deserts still find ways to be informed

Research in the United States shows living in a news desert does not necessarily mean living in an information void, but this should be enticement for newsrooms to continue fostering relationships with readers.

22 December 2022

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Wyborcza combats political propaganda with #nononsenseschool

When the Polish ruling party began using textbooks with false and misleading information, Wyborzca launched a counterattack to stop the nonsense about topics such as in vitro fertilisation.

05 July 2023

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Journalists should “show their work” to gain reader trust

Author Margaret Sullivan has a mission for newsrooms and journalists: Be more transparent about your journalism if you want bigger audiences that trust you.

24 January 2023

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Times of India vaccinates employees to earn trust during pandemic

When readers began cancelling subscriptions because of concerns about COVID-19, The Times of India launched a campaign to vaccinate its delivery personnel.

20 September 2022

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WSJ grows reader trust through news literacy programming

The need for trustworthy information is needed more now than ever. The Wall Street Journal delivers with news literacy information for new readers.

22 February 2021

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Media ad teams can build trust with advertisers using these 5 tips

Growing trust with your ad clients involves giving them the right support, being honest, properly valuing them, being consistent, and being committed to quality.

10 May 2023

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War in Ukraine is déjà vu with block list advertising issues

INMA Advertising Initiative Lead Mark Challinor details how the block list issues COVID brought about are being mirrored by the invasion of Ukraine, removing important revenue from news media companies in the name of brand safety.

15 March 2022

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Research: Politically conservative U.S. readers feel stereotypically portrayed in the news

Newsrooms should include a variety of voices, hire people with a variety of political beliefs, and focus on story facts over interpretation to bridge the gap with right-leaning Americans.

23 September 2021

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Helsingin Sanomat asks readers to “Read Between the Lies”

Helsingin Sanomat used its “Read Between the Lies” campaign to provide a tangible reminder of the value of free press.

11 April 2021

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Transparency, certifications serve as markers of trustworthy media

The media industry can adopt several strategies to differentiate it from weak and false information that threatens its integrity.

13 July 2023

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3 news media companies stand up for truth and journalism

Leaders from Rappler, Financial Times, and Folha de S.Paulo share how they are fighting the battle against facts while standing up for journalism and democracy.

30 March 2021

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VíaPaís focuses on reader trust as national election approaches

Partnering with other media, ongoing training, and learning from the experiences of other newsrooms are the keys for facing the main political event of the year and strengthening reader commitment.

04 August 2021

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The trustworthiness of news organisations begins with a Google search

Research shows the description of a news outlet in search results is a powerful signal of that news outlet’s trustworthiness. What does yours say?

07 April 2021

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LNP|LancasterOnline builds trust, engages new audiences with breaking news reporters

When LNP|LancasterOnline added dedicated breaking news reporters to its staff, it was able to cover breaking news more immediately and often beat out television stations with breaking news coverage.

08 March 2021

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Trusted branded content is a revenue win for media companies, advertisers

Branded content — when done well and when trusted — is important for media revenue. Here is a five-part checklist to help that happen.

07 September 2022

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Research demonstrates power of trust in context with advertising

Supported by an AdTrust study, NewsMediaWorks has shaped its ad sales efforts around the correlation between trust in editorial content and trust in advertising — highlighting that purchase intent increases when ads appear in a trusted context.

22 July 2019

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Research shows added value of advertising in trusted news media

New research from DVJ Insights for Dutch publisher NRC Media finds a reliable news brand creates more positive associations for the advertising brand.

02 November 2020

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Is news of a crisis of trust in media exaggerated?

Yes, it seems there is a trust crisis in the United States. But news of such a crisis in other parts of the world seems to be exaggerated. Plus, a look at lessons in the Axios acquisition.

11 August 2022

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4 strategies news media organisations can use to build audience trust

In an INMA members-only Webinar, The Trust Project presented research on the public's trust levels in news media, as well as strategies news media organisations can employ to build audience trust.

24 February 2021

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ViaPaís applies fact-checking tactics to the breaking news model

ViaPaís uses training learned through Chequeado to identify misinformation. This is how the publisher incorporated fact-checking into its breaking news systems.

01 December 2020

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SCMP new edition, campaign build meaningful news media brand in Asia

South China Morning Post's launch of its Asia Edition and “Asia Matters” brand campaign emphasised the need for a global perspective and the ability to view topics from different angles.

27 July 2020

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SCMP fights fake news, misformation with trust

SCMP joined The Trust Project to ensure the journalism ethics it had practiced for years were transparent to readers.

01 February 2021

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Research: Two-thirds of UK appreciate journalism more since pandemic

Trust and quality underpin news content’s importance, according to recent research by Newsworks. The study found, among other things, that 70% of people younger than 35 check trusted news sources all day long.

08 February 2021

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Norwegian media industry’s Mentor Programme supports women

Each year, 16 participants are chosen to participate in the Norwegian Mentorship Programme. News media companies can use the programme to change the culture of their organisations and follow-up statistics show they are.

06 August 2020

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Lockdown 4.0 and the fight against fake news in India

India has been on lockdown since March 24. Most of the country’s news media companies and their audiences were enmeshed in print pre-pandemic. The quick pivot to digital brought with it the downside of fake news sharing. On the fourth extension of the lockdown, here’s how the media and social media industries are tackling the problem.

02 June 2020

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Advertisers use print to support communities, thank staff during pandemic

Governments and companies are using printed advertising to communicate essential information during the pandemic and to show appreciation for service.

18 May 2020

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Journalists must “show their work” to gain audience trust

Author Margaret Sullivan has a mission for newsrooms and journalists: Be more transparent about your journalism if you want bigger audiences that trust you. Also, predictions from a South African leader about what 2023 will bring in regards to Gen Z readers.

19 January 2023

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El Comercio tackles false news with focus on trust

At a recent INMA members-only Webinar, Jaime Bedoya, head of qualified content at El Comercio, outlined how his company strengthened trust among readers and made the content generation processes visible.

31 January 2021

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Breonna Taylor newsletter is one facet of Courier Journal’s response to racial justice protests

Louisville’s local news media has created specific landing pages, a special newsletter, and ongoing coverage so people can follow news about the shooting of Breonna Taylor.

05 October 2020

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Research: Audience participation, story explanation increase trust in TV news

Recent research suggests viewers appreciate receiving a clear explanation about why a story was reported and information on how to participate with the issue, but trust items like this should be brief.

04 August 2020

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MediaNews Group increases trust through editorial transparency

After joining The Trust Project, MediaNews Group looked at how to show readers that its newspapers provided trustworthy information.

08 February 2021

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Could solutions journalism be the industry’s answer to trust and retention?

Kyuwon Lee, international associate at Solutions Journalism Network in Southeast Asia, shares his thoughts and strategies about solutions journalism and how it can help media companies overcome news avoidance.

17 October 2022

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Legit.ng media literacy project educates youth about fake news, trusted journalism

To fight the rise of misinformation in Nigeria, Legit.ng launched a mission to teach Nigerian youths how to discern between fact and fiction. The goal is to reduce fake news and misinformation incidents by 75% by the year 2030.

22 May 2024

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With major elections ahead, what should news media companies do about paywalls?

With national elections in 76 countries this year, news media companies must consider whether to unlock their paywalls for election coverage.

15 May 2024

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Politico, Reuters share strategies for building trust

During the recent INMA study tour of London media companies, attendees heard from Politico and Reuters on how to build trust among readers.

07 May 2024

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Media executives along INMA London study tours discuss current AI uses

Executives at media study tour stops around London shared their current AI uses and thoughts about its future with INMA study tour attendees. Here’s what they — and advertising legend Sir John Hegarty — had to say.

06 May 2024

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Axel Springer CEO discusses OpenAI deal, how AI can improve journalism

During the INMA World Congress of News Media in London, Mathias Döpfner, chief executive officer of Axel Springer, shared insights into negotiations with OpenAI, as well as the risks and rewards of AI for news media companies.

29 April 2024

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Media companies show resilience in the face of rapid change, INMA CEO says

To kick off the 2024 INMA World Congress of News Media, INMA CEO and Executive Director Earl Wilkinson addressed the challenges media companies face and the changing priorities in today’s media environment.

24 April 2024

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To resolve trust issues, news media should consider going “back to the future”

With so much noise about technological advancements in media, it is easy to lose sight of the fact that the core purpose of journalism is to provide audiences with facts and hold those in power accountable.

22 April 2024

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Hearst Newspapers leverages AI to build local content, reader loyalty

Tim O’Rourke, vice president/content strategy for Hearst Newspapers, leads the company’s DevHub, which helps provide high-quality interactive local content typically only found in much larger publications. He shared the strategy behind the technology with INMA members.

26 March 2024

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How to build bridges

INMA Presentation File

29 February 2024

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Ringier Axel Springer, DPG Media share insights into leveraging Generative AI

During this week’s Webinar, Inga Apiecionek, AI solution manager at Ringier Axel Springer in Poland, and Lars Anderson, head of innovation at DPG Media in The Netherlands, joined INMA’s Generative AI Initiative Lead Sonali Verma to share how they began using GenAI in their companies.

07 February 2024

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News publishers face challenges amidst tremendous opportunities in 2024

News publishers worldwide have tremendous opportunities for coverage in 2024 but also face significant challenges, said Greg Piechota, INMA’s researcher-in-residence and lead of INMA’s Readers First Initiative, during this week’s Webinar.

31 January 2024

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Gannett drives brand awareness, increases subscriptions with local journalism campaign

Gannett’s “Here for it” campaign at three local U.S. news brands — in Nashville, Tennessee; Austin, Texas; and Phoenix, Arizona — drove a 43% increase in brand momentum and 14% increase in new subscriptions.

29 January 2024

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OpenAI executive offers a closer look at ChatGPT for news media companies

During this week’s Webinar, INMA members heard from James Dyett, OpenAI’s head of platform accounts, about some of the challenges and opportunities created by AI.

17 January 2024

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INMA President Maribel Perez Wadsworth shares thoughts on media in 2024

During this week’s Webinar, INMA President Maribel Perez Wadsworth and Executive Director/CEO Earl Wilkinson outlined what’s in store for the industry.

10 January 2024

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News industry rethinks North Star for impact, influence, sustainability

Throughout 2023, INMA members shifted strategic focus from solely repairing the journalism business model to having impact and influence beyond that model. The net effect of those conversations can have many positive effects in the years ahead.

26 December 2023

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Organisations step up to promote trust in media

During the recent INMA Newsroom Innovation Master Class, media leaders from Reporters Without Borders, NewsGuard, The Trust Project, Henneo, and 20Minutos shared insights into initiatives that aim to increase readers’ trust in news and how news publishers are doing just that.

21 November 2023

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Showcase experts, leverage templates to maximise video storytelling

Leveraging video in broadcasts can engage audiences and reach them where they are across a wide range of channels. Here are five tips for engaging audiences with video storytelling.

12 November 2023

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NewsGuard: Transparent tools to counter misinformation for readers, brands, democracies

INMA Presentation File

09 November 2023

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Trust Project: Born from what readers say helps them trust media

INMA Presentation File

09 November 2023

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Embedding trust as core principle of your media organisation

INMA Presentation File

09 November 2023

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Journalist Trust Initiative: Recognised certification of what it takes to build trust

INMA Presentation File

09 November 2023

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BBC, New York Times, Austrian Press Agency share thoughts on AI ethics

News publishers must take care to ensure AI experiments and applications do not negatively impact readers’ trust in the industry, leaders from BBC, Austrian Press Agency, and The New York Times told attendees to the recent INMA Smart Data Master Class.

07 November 2023

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Kyiv Independent shares 3 lessons for growing a media startup during a war

The Kyiv Independent was launched in November 2021 to provide unbiased reporting. Four months later, the startup took the lead to cover Russia's invasion of Ukraine and became the leading source of trusted news.

30 October 2023

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Beyond ChatGPT: AI is transforming video content for news media companies

While much of the discussion about AI has centred on ChatGPT and written content, image and video generation introduce a new set of opportunities and issues.

03 October 2023

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AI is changing the editorial landscape in Africa

During this week's Webinar, Harvey Binamu, tech officer of Magamba Network in Zimbabwe, and Dean Arnett, a documentary producer formerly with BBC Africa, provided a fascinating overview of the current and future AI landscape.

01 October 2023

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Media’s understanding of Gen Z is the first step to appealing to them

During Media Innovation Week, Jessica Bulthé, data science business partner at Mediahuis in Belgium, explained how Gen Z consumes news differently and what publishers can do to attract them.

27 September 2023

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Ringier leverages AI benefits while minimising its risks with new guidelines

Understanding that generative AI will have a significant impact on the media industry, Ringier has developed its own set of AI guidelines.

20 September 2023

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News publishers must learn from the past to map their advertising future

Professor Tony Hines, CEO of the consultancy group Consuming Future, explained to INMA members how advertising has changed in recent years and what’s coming next.

20 September 2023

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Journalism Trust Initiative codifies trust in media

Run by Reporters Without Borders, the Journalism Trust Initiative (JTI) has created a diagnostic tool to measure a news publisher’s trust level.

17 September 2023

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Explainer journalism builds trust, audience at the BBC

Ros Atkins, the news analytics editor at BBC, has written a book on explanatory journalism. He shares why that’s so important these days.

04 September 2023

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A Gazeta grows readers, revenue by prioritising trust

Sally Lehrman, CEO and founder of The Trust Project, tells the story of A Gazeta, which doubled its online audience and grew ad revenue by 40% after separating opinion articles from news articles.

31 August 2023

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Amedia drives revenue with native advertising

During this week’s INMA Webinar, Sara Narvhus Oksdøl, CEO of Amedia’s Native Advertising Studio, shared how the company has learned to deliver native content relevant to its audience while generating satisfying results for advertisers.

30 August 2023

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BBC prioritises journalistic guidelines, public fact-checking to build audience trust

The BBC’s strict editorial guidelines and BBC Verify brand are tools put in place to create trust among its readers about its journalism — the latter offering a public view of processes that used to go on behind the scenes.

28 August 2023

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Ganando confianza: Fortalecer el impacto y los ingresos

INMA Presentation File

17 August 2023

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La confianza se gana

INMA Presentation File

17 August 2023

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News publishers should shift their strategies in 3 ways to drive subscription revenue

During this week’s INNA members-only Webinar, Edward Roussel, head of digital for The Times, shared insights into how news publishers can drive digital subscriptions, something made more difficult in the AI era.

16 August 2023

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Trust as beacon for news industry success

INMA Presentation File

26 May 2023

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Trust as cornerstone of news media strategy

INMA Presentation File

26 May 2023

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Newsmaker fireside chat: A.G. Sulzberger of New York Times

INMA Presentation File

25 May 2023

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How do you re-orient your company to privacy-by-design

INMA Presentation File

10 November 2022

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The Factual: Building a news product determined by data

INMA Presentation File

03 November 2022

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El Comercio reinforces trust to regain reader confidence

El Comercio joined with The Trust Project in 2019 to combat growing challenges with fake news and declining levels of audience confidence.

04 March 2021

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Il Sole 24 Ore strengthens its platform of trust

Trust has always been one of the strengths of Il Sole 24 Ore, but a partnership with The Trust Project reinforced that to readers.

15 February 2021

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Transparency and accuracy in content are pivotal for reader trust

News media must own up to mistakes. Doing so recognises responsibility and acknowledges the primary importance of credibility.

14 February 2021

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What 2021 looks like for news publishers

INMA wrapped up its Virtual World Congress on Thursday with a look at the uncertain year ahead. What do publisher moves during the 2020 pandemic look like in the rearview mirror, and what does that look moving forward? What ultimately will change after this disruptive period?

28 May 2020

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Focus on values is essential for news media in trying times

The media is more important than ever, which is why news organisations need to execute their work with an eye on their core values.

12 May 2020

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3 findings shape how news publishers help readers navigate COVID “infodemic”

Reuters Institute outlines three recent findings about the reading habits, platform preferences, and education/political leanings of audiences reading pandemic news. Using this information, news media companies can remind readers of the value of journalism and help them navigate the pandemic.

06 May 2020

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Research offers snapshot of trust, reading habits, Q2 advertising predictions

Research shows 48% of readers trust media, varying from 61% who trust traditional and 29% who trust social media. And readers in lockdown are spending more time with that media — an average of a full hour more since November 2019.

05 May 2020

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5 ways to add trust to content while covering COVID-19

While covering COVID-19, use these research-proven trust techniques — from transparent reporting to solutions journalism.

23 March 2020

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The Truth Is Local

“The Truth Is Local” underscored The New York Times’s commitment to New York and local reporting, showing New Yorkers that Times journalism in the city is valuable to them and worth supporting. The campaign looked to drive buzz, increase brand perceptions across several attributes as well as purchase ...

01 March 2020

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Only the truth can change the world

Reinforcing an image of the most trustworthy brand. Building an emotional relations with the brand to increase user loyalty Increasing the time spent on the website. According to Reuters Institute, Onet is the first source of online information in Poland and an online medium enjoying the higest ...

01 March 2020

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Trust in media can be addressed with control, transparency, communication

Trust in media is currently faltering. But establishing newsroom controls, offering transparency to readers, and engaging in open communication can help rebuild that trust.

24 June 2019

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Trust, value alignment are key features of successful podcasts

Media companies like The Economist, Politico, and Wondery are adopting podcasts with an eye toward high-quality storytelling while diversifying revenue.

16 May 2019

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Top Web resources on “Trust In Media”