News We Trust

News We Trust

In this era of “fake news” what media brands remain as trusted sources of news? The University of Missouri recently conducted a survey to find out.

Ad Week highlights the results of the questionnaire that reached 9,000 people. Twenty-eight newsrooms asked their audiences to answer questions about how much news they consume and how much they are willing to pay for content. Of the respondents, 67 percent said they “consider themselves likely or very likely to trust the news” while 33 percent do not.

“Additionally, both white and liberal respondents were more likely to trust and pay for the news than non-white and conservative respondents,” writes Sami Main. “Older respondents were also more likely to pay for their news regardless of race or political leaning.”

A chart of the most and least trusted brands:

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