Why do traditional media mostly lean back

Trust in newspapers

The struggle for the attention of media users sometimes has strange blossoms. Half-truths or even inventions become a business model. But: Most people know how to distinguish which sources they trust and where they have to compromise in terms of credibility. Consumers now pay more attention to the trustworthiness of a news source. The Teads study “In News We Trust” shows that 75 percent of Internet users consciously seek out the latest news from high-quality sources.

Regular studies and user surveys show that newspapers are such a trustworthy source. So estimate after a representative Study carried out by Infratest dimap in late 2019 on behalf of WDR carried out, 76 percent of Germans rated the daily newspapers as credible. They enjoy the same high level of trust as the public broadcasting offers. In contrast, the majority of Germans consider information in social networks to be less trustworthy. While YouTube was still rated as credible by 19 percent of those surveyed, Twitter (8 percent), Facebook (7 percent) and Instagram (4 percent) fell significantly.

Also the current one Edelman Trust Barometer certifies trust in traditional media to be an all-time high. In April 2020 Edelmann asked over 13,200 people in eleven markets who or what they trust. According to this, the confidence of Germans in government, business and the media is stronger than ever before. Trust in traditional media in Germany reached a high of 73 percent (+9 percent). In times of crisis in particular, trust in the tried and tested is particularly high: According to Edelmann, the media will be the most trustworthy institution in 2020 (49 percent, an increase of 5 percent). Overall, 74 percent say they are concerned about spreading fake news and false information about the virus. 41 percent of those surveyed said the media did a good to very good job reporting on the corona crisis.

The trust in the reporting of the newspapers on the part of the readers themselves is even clearer: More than 4,000 newspaper readers surveyed distributed one ZMG study on media use in the corona pandemicconsistently good grades for the reporting of the papers. According to a reader survey, the daily newspapers are the most relevant medium for the situation at home (92 percent) and for 86 percent an important orientation aid that they trust. Your reporting is particularly reliable from the reader's point of view (96 percent). If there are contradicting statements in different media, eight out of ten respondents are most likely to believe the newspapers. The daily newspapers are an unbeatable anchor of trust, especially when it comes to questions about the situation in your immediate living environment.

Also the Long-term study of media trust in Mainz confirms the great confidence in daily newspapers. The long-term representative study gave the newspapers good marks in March of this year: 65 percent of the population trust regional daily newspapers, national newspapers estimate 55 percent of the 1,200 respondents to be trustworthy. The regional titles remain stable, the national titles even increased by six percent compared to the previous year. 58 percent - the highest value measured so far in this question - firmly reject the accusation of “lying press”. Overall, more people than in previous years reject statements that accuse the media of deliberate manipulation and systematic lies.

The most up-to-date evidence that newspapers enjoy great trust in all age groups, while social media offerings have a lack of trust, is provided by the global one Kantar study "Dimension 2020 - Media & Me" from May 2020 before. In the digitally active population in Germany, newspaper titles enjoy the highest level of trust among all media offers for the procurement of news and information. The print and online editions of the newspapers have this advantage of confidence in all age groups, including those aged 18 to 34.

According to the study, high confidence levels for information are closely related to the news source. 34 percent of respondents in Germany stated that the credibility of information is primarily linked to the media brand that distributed it - a clear plus point for the quality journalism of reputable newspaper brands.