1 00:00:00,040 --> 00:00:02,400 Speaker 1: We've got our annual Trust and Media survey showing we 2 00:00:02,480 --> 00:00:04,680 Speaker 1: might have reached a bit of a bottom trust fill 3 00:00:04,760 --> 00:00:06,840 Speaker 1: one percent or only one percent to thirty two percent, 4 00:00:06,920 --> 00:00:09,079 Speaker 1: still a low number. Of course, forty five percent of 5 00:00:09,080 --> 00:00:12,400 Speaker 1: aercent we trust the news we choose. Are that numbers stable? 6 00:00:12,480 --> 00:00:15,560 Speaker 1: The report co author has Greg Treadwills. Well, there's Greg, 7 00:00:15,640 --> 00:00:16,360 Speaker 1: very good morning to you. 8 00:00:17,320 --> 00:00:17,960 Speaker 2: Good morning mom. 9 00:00:18,079 --> 00:00:19,360 Speaker 1: How do we compare internationally? 10 00:00:19,360 --> 00:00:22,480 Speaker 2: Where are we at? Well? We started, when we started 11 00:00:22,480 --> 00:00:25,279 Speaker 2: doing this research in twenty twenty, we were well above 12 00:00:26,079 --> 00:00:28,360 Speaker 2: a sort of group of comparable countries, if you like. 13 00:00:28,480 --> 00:00:31,040 Speaker 2: But our trust and news has been falling much faster 14 00:00:31,120 --> 00:00:33,519 Speaker 2: than other countries, and now we're way down the bottom 15 00:00:33,560 --> 00:00:35,560 Speaker 2: with countries like the UK and the US. 16 00:00:36,240 --> 00:00:39,440 Speaker 1: Does the one percent feel like the bottom? 17 00:00:39,720 --> 00:00:42,480 Speaker 2: Oh? Look, camp, be sure, Camp be sure. But it's 18 00:00:42,640 --> 00:00:46,000 Speaker 2: very encouraging that things appear to be stabilizing. That's about 19 00:00:46,000 --> 00:00:47,760 Speaker 2: as far as we can go at the moment. But 20 00:00:47,840 --> 00:00:52,559 Speaker 2: there's certainly some big lifts and individual brand trust. So 21 00:00:52,680 --> 00:00:57,400 Speaker 2: for example, ZEDB has climbed remarkably and in trust levels, 22 00:00:57,440 --> 00:01:02,280 Speaker 2: so have other New Zealand brands. Look, there's a lot 23 00:01:02,320 --> 00:01:04,720 Speaker 2: of things that contribute to the why and I think 24 00:01:04,760 --> 00:01:07,080 Speaker 2: one of them is the distance now between us and 25 00:01:07,200 --> 00:01:10,680 Speaker 2: that very fractious time when we're much closer to the pandemic. 26 00:01:11,040 --> 00:01:14,040 Speaker 1: Okay, so you think it naturally recovers. The further away 27 00:01:14,040 --> 00:01:18,600 Speaker 1: from COVID we get, the more trust will build by osmosis, I. 28 00:01:18,520 --> 00:01:21,120 Speaker 2: Think that is one of the factors. But I still 29 00:01:21,160 --> 00:01:25,000 Speaker 2: think and my colleague Media Mulilanti, who leads this project, 30 00:01:25,080 --> 00:01:30,080 Speaker 2: we both think that the news industry itself has responded 31 00:01:30,080 --> 00:01:32,440 Speaker 2: positively that it still has some stuff that can do 32 00:01:32,600 --> 00:01:35,800 Speaker 2: to rebuild trust. And one of the most important things 33 00:01:35,840 --> 00:01:38,639 Speaker 2: that our respondents told us that that would rebuild trust 34 00:01:38,800 --> 00:01:41,920 Speaker 2: is transparency. Transparency from news organizations. 35 00:01:42,040 --> 00:01:44,920 Speaker 1: Do you trust your numbers to the extent that by 36 00:01:44,959 --> 00:01:47,200 Speaker 1: the time so you get one of the players who 37 00:01:47,240 --> 00:01:49,440 Speaker 1: we I think it was sixty percent TV and Z 38 00:01:49,680 --> 00:01:51,560 Speaker 1: or something like that, dipped in six out of ten 39 00:01:51,640 --> 00:01:54,000 Speaker 1: dip into TV INZ once a week. Do they dip 40 00:01:54,040 --> 00:01:57,760 Speaker 1: into TV and Z enough to form a view on 41 00:01:57,960 --> 00:01:59,840 Speaker 1: trust or can you dip in for three minutes and 42 00:01:59,840 --> 00:02:02,080 Speaker 1: go now, don't trust them? And that's an acceptable number 43 00:02:02,080 --> 00:02:02,920 Speaker 1: and that's in the survey. 44 00:02:03,920 --> 00:02:05,800 Speaker 2: Well, look, that's a very good question. What we ask 45 00:02:05,880 --> 00:02:11,360 Speaker 2: our respondents is only to rate news organizations that they know. 46 00:02:11,639 --> 00:02:14,640 Speaker 2: So if they don't know, for example, the small the 47 00:02:14,720 --> 00:02:18,440 Speaker 2: relatively small South Island news organization called Trucks, then we're 48 00:02:18,480 --> 00:02:20,400 Speaker 2: not interested in whether they trust them or not. So 49 00:02:20,440 --> 00:02:25,680 Speaker 2: all we can do is absolutely the only thing we 50 00:02:25,720 --> 00:02:29,560 Speaker 2: can do is ask our respondents to rank those new 51 00:02:30,000 --> 00:02:33,360 Speaker 2: organizations they know. It's very hard to judge how well 52 00:02:33,400 --> 00:02:35,160 Speaker 2: they know them, but if they feel they know them, 53 00:02:35,200 --> 00:02:35,880 Speaker 2: that we're interested. 54 00:02:36,440 --> 00:02:40,000 Speaker 1: Because the one of the most trustworthy organizations is the ODT. 55 00:02:40,600 --> 00:02:43,480 Speaker 1: And yet of your thousand people, I would imagine very 56 00:02:43,520 --> 00:02:46,240 Speaker 1: few know anything of the ODT, So you're asking a 57 00:02:46,360 --> 00:02:48,720 Speaker 1: very small number of people who may know the ODT 58 00:02:49,280 --> 00:02:52,800 Speaker 1: to rank it. Therefore, is that digit well? 59 00:02:53,680 --> 00:02:58,959 Speaker 2: I guess all methodologies have their nuances. This our methodology 60 00:02:59,000 --> 00:03:04,160 Speaker 2: is mirrors the University of Oxford's Reutter's Institute surveys that 61 00:03:04,280 --> 00:03:06,400 Speaker 2: come out every year in a very large report called 62 00:03:06,440 --> 00:03:09,080 Speaker 2: the Digital News Report. We take the trust section of 63 00:03:09,080 --> 00:03:12,400 Speaker 2: that and mirror that New Zealand, so we have international comparisons. 64 00:03:13,000 --> 00:03:15,400 Speaker 2: We don't have any doubts about the methodology. But what 65 00:03:15,440 --> 00:03:18,520 Speaker 2: you say, there are smaller numbers of ODT readers than 66 00:03:18,560 --> 00:03:21,960 Speaker 2: the Herald or z B listeners. Absolutely, but it is 67 00:03:22,440 --> 00:03:26,840 Speaker 2: averaged out of the proportional thing of the Yeah, so 68 00:03:27,240 --> 00:03:31,800 Speaker 2: we do know that the ODT is trusted, we think 69 00:03:31,960 --> 00:03:34,840 Speaker 2: largely because it's so local. You know, you go to Dunedin, 70 00:03:34,880 --> 00:03:37,280 Speaker 2: you go to the rugby game, there's the ODT across 71 00:03:37,360 --> 00:03:39,120 Speaker 2: the top of the stadium. I saw it on another 72 00:03:39,120 --> 00:03:42,200 Speaker 2: big public facility. That there's a very strong sense of 73 00:03:42,240 --> 00:03:45,720 Speaker 2: identification in the target with local things because they help 74 00:03:45,800 --> 00:03:48,400 Speaker 2: differentiate your identity as an at targetism. 75 00:03:48,640 --> 00:03:50,840 Speaker 1: That's interesting in and of itself because that's called branding 76 00:03:50,880 --> 00:03:53,520 Speaker 1: and marketing, isn't it, which is not really about trust. 77 00:03:53,520 --> 00:03:55,240 Speaker 1: It's just like have you brought up advertising? 78 00:03:55,240 --> 00:03:55,520 Speaker 2: Everyone? 79 00:03:55,560 --> 00:03:57,560 Speaker 1: Oh they heard it? So yeah, I saw that. So 80 00:03:57,680 --> 00:03:59,760 Speaker 1: your Mike Hosking Billboard. Yeah he looks like a good 81 00:03:59,760 --> 00:04:04,120 Speaker 1: guy or not. For more from the Mic Asking Breakfast, 82 00:04:04,280 --> 00:04:07,600 Speaker 1: listen live to News Talks at B from six am weekdays, 83 00:04:07,840 --> 00:04:09,880 Speaker 1: or follow the podcast on iHeartRadio.