Journey to credibility

In its annual tracking of the industry, the World Association of Newspapers reported last month that printed editions of the news are seeing a resurgence even in mature media markets. Newspaper circulation and revenue continue to grow in developing countries. Respected French afternoon publication Le Monde has revived a print edition once a week. Why the return to the printed news? According to WAN research, the growth of social media and digital platforms has led to an explosion of unverified, unreliable information whose sources cannot be traced. This is fueling a need for credible information provided by individuals and media organizations with accountability to consumers of the news. Credibility in writing history on the run is best provided by newspapers. Credibility is what differentiates newspapers from the rumors and black propaganda spread on social media. Even when newspaper opinion writers like myself, by the nature of our work, show bias, we are accountable to our readers. Our names and photographs accompany our articles, opening ourselves to fact- checking, criticism and ridicule, and yes, lawsuits when we are deemed to be malicious and unfair. Credibility is what will spell survival for newspapers in the age of social media and everevolving digital platforms. Even advertisers are starting to understand this. WAN research also showed that in 2015, global newspaper revenue totaled $168 billion — a figure larger than the combined earnings of the international music industry.

Credibility spells readers’ trust, which is gained by adhering to the old- fashioned journalistic values of accuracy, fairness and objectivity. Added to these must be the ability to help readers make sense of events, to explain nuances and interpret subtexts.

It is a challenging task, with each day a struggle in responsible newsrooms. In the past 30 years, The Philippine STAR has worked to anchor its brand on credibility. There have been many mistakes along the way, and the paper faces scores of libel suits over articles deemed willfully malicious by aggrieved parties.

The need for accuracy, fairness and objectivity means avoiding sensationalism, which can be a setback in a highly competitive media market. But a newspaper can be credible and at the same time exciting. The STAR is evolving with technology, adapting its presentation of the news to the digital age. Every day The STAR works to provide premium content on several platforms and reach out to readers in all age brackets who want a reliable source of information.

Technology will not kill quality journalism; technology calls for even better, innovative journalism. The success of The STAR is testament to the long-term dividends of credible journalism, in whatever platform.

Credibility is what will spell survival for the newspaper business. It will continue to guide The Philippine STAR, in all media platforms, in the next 30 years.