Traditional Media Is Perceived As More Trustworthy Than Emerging Media

October 2, 2006 – 5:25 pm

by Darren

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We’ve tossed this topic around before, and the results of a recent article in Adage won’t change much of what we’ve said. The traditional media is still perceived as being more trustworthy than the emerging media. The traditional media has, of course, had a heckuva lot longer than blogs have in establishing their integrity.

The 1,500-person online survey, in which 1,162 responders were identified as consumers, found that the “future of trust” lies in traditional media forms — mainstream newspapers, magazines, TV and radio. More than half (52%) anticipate relying on traditional sources for news that significantly affects their lives, while 13% will rely mostly on emerging media, such as citizen journalists, blogs and podcasts. More than a third, however, anticipate relying on both forms of media for news.

Naturally people run to the TV set during “pandemics” which threaten their very existence. These findings don’t completely surprise me.

For entertainment news, the most popular topic at 32%, the most trusted source was traditional lifestyle media, followed by blogs, user groups and chat rooms, general-interest and news magazines, radio and special-interest websites.

Now this is extremely interesting news for celebrity bloggers and the like. This study puts blogs AHEAD of radio and general interest news magazines in trustworthiness. What a remarkable accomplishment for a medium that’s so young. At this rate, the erosion of the traditional media might not take decades at all, but could possibly be measured in years.

LexisNexis, who ran the test, concluded that the “emerging media doesn’t take anything at all away from the traditional one”. I guess the same could be said about the emerging media. The traditional media isn’t hurting blogs, but is actually giving ground in extremely important categories like entertainment.

The erosion of traditional media seems to continue in earnest.

What do you think of these findings?

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    1. 3 Responses to “Traditional Media Is Perceived As More Trustworthy Than Emerging Media”

    2. I really cannot understand why the journalists of traditional media have started to become so sensitive about Blogging. A journalist in India has written “Bloggers’ rubbish” (http://timesofindia.indiatimes.com/articleshow/msid-2056809,curpg-1.cms). As a blogger, I am not wasting any of time for arguing who is better, who is more reliable, who is more accurate. Not all newspapers are not upto the mark and not all blogs are either. If I am good then readers will sooner or later acknowledge it. If I am trustworthy, then some people will value my opinion.

      By Razib Ahmed on Oct 3, 2006

    3. These results don’t surprise me at all.

      Of course traditional media has the perception of being more trustworthy - they’ve had 100 years to get it right, they have the money backing them, the infrastructure and the news gathering capabilities.

      Blogging has only been around for a handful of years and is already threatening that. That speaks volumes.

      celebrity blogging is quite mature, imo - so that doesn’t surprise me.

      I still think there’s a way to go for other topics in blogging (such as business reporting) before it can equal tradtional media in the perception stakes.

      If “emerging media doesn’t take anything at all away from the traditional one” then why do journalists keep going after blogging?

      Bloggers have freedom to publish what they like - journo’s do not. Journo’s get a set wage - bloggers can make anything from 0 to $100,000

      Bloggers run their own mini media empires. I’d say journo’s are running a little scared, quite possibly jealous.

      By Martin on Oct 4, 2006

    4. I thought this article was interesting.

      Online newspaper readership has grown significantly while print sales have declined.

      I’d read a newspaper online over a print version 98% of the time..

      By Heather on Oct 4, 2006

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