For more than a generation, research has tried to identify the qualities that lead people to trust news. The work has concluded that in general people want journalism to be fair, balanced, accurate, and complete. But these traditional conceptions of trust were formulated before the advent of the Internet and did not account for all the ways that consumers today encounter news and publishers can deliver it.
A new comprehensive study, conducted by The Media Insight Project, shows that trust and reliability in news can be broken down into specific factors that publishers can put into action and consumers can recognize. The study also finds that in the digital age, several new factors largely unexamined before — such as the intrusiveness of ads, navigability, load times, and having the latest details — also are critical in determining whether consumers consider a publisher competent and worthy of trust.