Rising "fake news" concerns present opportunity for publishers, KPMG report finds

William Turvill
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Donald Trump And NATO Secretary General Jens Stoltenberg Hold Joint News Conf.
Donald Trump has helped popularise the term "fake news" (Source: Getty)

You probably won’t believe this, but news consumers are concerned by the apparent rise of “fake news”, a new report out today has found.

But the concerns offer publishers an opportunity to “establish themselves as the trusted brand”.

A survey of 2,000 UK adults found 17 per cent trust news they read on social media, versus 46 per cent who distrust it.

This compares with 65 per cent who trust TV news, 62 per cent radio, 46 per cent newspapers and 44 per cent online news. Some 50 per cent said they were concerned about the accuracy of news they read online.

“Media companies already experiencing financial challenges are re-thinking their business models, and identifying new revenue streams,” the report said. “This is a time of change for media companies, and a lack of trust in their products makes navigating these shifts all the more complex.

“Within this context, there is an opportunity for publishers to establish themselves as the trusted brand.”

David Elms, KPMG’s UK head of media, added: “There is an opportunity for media companies to differentiate their brand by building and ensuring trust at both a consumer and corporate level.

“Quality, and trust in that quality, is a value differentiator for many established media companies. The appetite for quality news is strong, but the right balance of quality and a price point that’s attractive to consumers hasn’t yet been found. As such, media businesses need to continue innovating.”

Read more: Vodafone blocks advertising on fake news or hate speech websites

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