News­pa­pers still trusted

The Advertiser - - NEWS -

MORE than half of Aus­tralians still choose news­pa­pers and tra­di­tional me­dia like TV to give them news they can trust.

The sev­enth an­nual Deloitte Me­dia Con­sumer Sur­vey re­vealed how trusted me­dia brands and paid-for news were en­dur­ing amid an ex­plo­sion of on­line me­dia and en­ter­tain­ment con­tent.

“You have got a co­hort of con­sumers in Aus­tralia who still value a news sub­scrip­tion,” Deloitte man­ag­ing part­ner Niki Al­corn said. “Where peo­ple are will­ing to pay for news, it is be­cause they value the qual­ity jour­nal­ism and in­tegrity of the news provider.”

More than six out of 10 peo­ple worry about fake news.

“It is more likely in times of cri­sis and doubt con­sumers would go to and are more likely to opt for brands they trust.”

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