MEMBER RESEARCH: Tomorrow's News by Reuters

Posted on: Wednesday 14 June 2017 | Thomson Reuters

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It's been a year of huge change and disruption for the global news landscape. Tomorrow’s News 2017 unveils some of the key news consumption shifts in the last 12 months, looks at what’s influencing news attitudes and behaviours, and what the future holds.

Based on a global survey of 1,711 users, the findings also show that – in the year the media became the headline – while fake news can be damaging for both news brands and advertisers, brands which advertise on trusted news sites can benefit. The findings include:

  • 83% tend to trust well-known news brands and always check the accuracy of shared news from other sources (up 6% on 2016).

  • 87% agree that it is damaging for a brand to advertise on a news site associated with a fake news story.

  • Trustworthy content is the number one factor that makes online news brands appealing (57% agreed).

  • 57% agree that they have a more favourable opinion of a brand if it advertises on a trusted news site (rising to 60% among those in director level positions).

  • 54% believe they are more likely to respond to an advert if it appears on a trusted news site. 

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