“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members
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, INMA
A discussion about content creators and their role in journalism sheds light on the future of the industry at the Knight Media Forum. Also, API introduces its Digital Transformation Guide.
25 February 2025
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Nic Newman, senior research associate at the Reuters Institute for the Study of Journalism, explained the findings of the 2025 Reuters Institute Report during a recent INMA Webinar.
23 February 2025
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To thrive in 2025, news media companies must leverage the enormous changes taking place in the industry. Here are five critical strategies Aller Media is focusing on as the new year begins.
21 January 2025
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Product and news teams can learn from Every’s “extendable articles,” which let readers go down their preferred rabbit holes of background and give journalists the opportunity to be transparent about findings and sources. Also, Time magazine recently launched Time AI along with its Person of the Year article.
21 January 2025
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During this week’s Webinar, INMA members heard trends, predictions, and resolutions around GenAI and the newsroom for the coming year.
15 January 2025
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News companies should start the year right with their AI resolutions, including using it to make money and keeping a human in the loop. Also, GenAI use cases you should know about.
15 January 2025
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The EqualVoice Factor, a sophisticated algorithm developed in-house by Ringier, measures the representation of women and men in various media formats. Its EqualVoice Video Score allows it to count the faces of women and men as well as measuring how much time they get on the screen.
09 January 2025
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During a Webinar for members, INMA CEO Earl Wilkinson sat down with INMA President and Mediahuis CEO Gert Ysebaert to discuss how INMA members can navigate the complex and changing news media landscape.
08 January 2025
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2024 offered a reminder of the role media plays both for a healthy democracy and social change.
22 December 2024
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The way Apple Intelligence organises e-mails in the inbox may decrease newsletter consumption. Also, why news brands should work with social media creators.
10 December 2024
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During the recent INMA Media Innovation Week, 45 people from 25 companies in 14 countries toured six news companies in Helsinki. Here are six takeaways from the media serving this country of 5.6 million people.
07 October 2024
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During the recent INMA Media Innovation Week in Helsinki, leaders from Helsingin Sanomat, NRK, Prisa Media, Südkurier Medienhaus, Die Welt, Agora, Gazeta Wyborcza/Agora, and De Telegraaf detailed initiatives designed to build trust among their audiences.
02 October 2024
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Ellen Heinrichs, CEO and founder of the German-based Bonn Institute, shared seven new skills — including focusing on the human level, finding new perspectives, and making smart AI decisions — news companies need to build trust.
01 October 2024
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Vishvas News, a fact-checking initiative of Jagran New Media, launched the Sach Ke Sathi FactsUp Media Literacy Campaign to empower individuals with fact-checking skills.
17 September 2024
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Stephen Buckley joined The Dallas Morning News as public editor in April. He shares his thoughts on why news companies need a public editor and what the role entails. Also, lessons from newsroom transformation in Africa.
27 August 2024
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Joseph Odindo, lecturer at the Aga Khan Graduate School of Media Studies in Kenya, shared the current state of the continent’s media with attendees of the recent INMA Africa News Summit.
19 August 2024
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Since October 2022, AFP journalists have been posting videos about how they debunk false information they find online and show the proof and tools they used in the process.
15 July 2024
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AI should be a tool that supports journalists in their work, not a substitute for human judgement and insight.
11 July 2024
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During this week’s Webinar, INMA members heard from Nadia Kohler, head of the AI Lab at Tamedia, and Angélica (Momi) Peralta Ramos, data team leader at La Nación, about how AI is being integrated into their companies’ operations.
10 July 2024
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The Newsday Journalist Campaign went behind the headlines to introduce audiences to the faces and voices behind the stories.
01 July 2024
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Reader trust is prompting a “flight to quality” in the era of genAI content, leading news media executives to believe their high-quality content will win the day.
10 June 2024
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The study approach moved beyond ideals about media trustworthiness and employed statistical analysis to identify four genuine drivers of trust.
03 June 2024
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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 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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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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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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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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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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INMA Presentation File
24 April 2024
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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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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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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 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’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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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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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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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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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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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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INMA Presentation File
09 November 2023
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INMA Presentation File
09 November 2023
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INMA Presentation File
09 November 2023
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09 November 2023
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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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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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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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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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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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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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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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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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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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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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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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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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INMA Presentation File
17 August 2023
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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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 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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While covering COVID-19, use these research-proven trust techniques — from transparent reporting to solutions journalism.
23 March 2020
Read More“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
Read MoreReinforcing 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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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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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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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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