Are you still struggling with traditional advertising strategy on newspaper? Here is a shocking fact: Less than 20% of Aussies trust newspaper journalists and TV reporters.
On the other hand, the rate talk-back radio presenters is only 15%. The latest research from Roy Morgan revealed that less than one in five Aussies rate TV reporters, newspaper journalists and talk-back radio announcers good in ethics and honesty. The 18% score was the best result for journalists have had in the survey since 2004. Talk-back radio presenters have also had a blow, dropping from their 21% in 2003 to 15% currently.
These working fields continue to rate poorly in the annual Roy Morgan Image of Professions survey, suggesting that ethics and honesty are not widely associated with the Australian media industry. Furthermore, the political bias depicted by most newspapers in the lead-up to last year’s Federal Election certainly was suspected as one of the biggest factor behind public’s trust decline in journalists. Here is the official statement from Roy Morgan:
“Roy Morgan has been tracking the image of Newspaper Journalists, TV Reporters and Talk-back Radio Announcers since 1986, 1989 and 2000 respectively, during which time they have performed consistently poorly, struggling to reach a 20% approval rating among the Australian public. If we can’t trust our media to deliver the news in an honest, ethical manner free of bias and ulterior motives, how are we expected to get a well-informed, balanced perspective on current affairs?”
