Preview: Veritas Media

25.04.2017 Civic Brands : Media : Digital
Suzy’s Beauty Salon by Mada Masr and JWT Dubai, Egypt

Global – Consumers are hungry for media content they can trust to give them an accurate analysis of current affairs.

  • Subscription to The New York Times rose tenfold in November 2016 after President Trump’s win
  • The media is distrusted in 82% of countries, according to the 2017 Edelman Trust Barometer – an all-time low

With the rise of fake news, post-truth politics and alternative facts there is an opportunity to differentiate media brands from competitors by creating content that is accurate and reliable.

‘Premium media brands will be able to rise above the noise and attract to their sites the most attractive consumers, which should make it easier for advertisers to understand where to put their ad dollars,’ says Forbes Media chief revenue officer Mark Howard.

In response to the distrust of the media, brands such as the BBC have set up teams to debunk fake news. Permanent Reality Check targets false stories and facts shared on social media. ‘The BBC can’t edit the internet, but we won’t stand aside either,’ BBC news chief James Harding told The Guardian.

​The Big Picture

For more on how to become a Civic Brand that proactively engages with issues such as fake news and post-truth politics, read our Veritas Media microtrend.