The Rising Value Of Trusted News

Published B&T

We’re living through a defining moment for the media, writes Damian Cleary, national head of industry relations at News Australia.

Information has never been more abundant. AI-generated summaries, social feeds and influencer opinions are available instantly. But while content is everywhere, truth and trust are not.

It’s little wonder audiences are developing a heightened radar for what’s real and what’s not. Australians are becoming more selective about their information diet, particularly when big stories break.

The latest ThinkNewsBrands News Nation report highlights the scale of this shift. Australia now leads the world in concern about misinformation, with 74 per cent of Australians identifying it as a key issue. Influencers are seen as the most likely source of misinformation, with 57 per cent of Australians singling them out.

In this climate, the role of trusted news media is becoming increasingly important as a source of clarity for audiences and a driver of effectiveness for brands. Put simply, news places brands in credible, high-performing environments.