Poll: News Media's Credibility Plunges

Nearly Two-thirds of Americans Think News Stories are Frequently Inaccurate

(AP)  The news media's credibility is sagging along with its revenue.

Nearly two-thirds of Americans think the news stories they read, hear and watch are frequently inaccurate, according to a poll released Sunday by the Pew Research Center for the People & the Press. That marks the highest level of skepticism recorded since 1985, when this study of public perceptions of the media was first done.

The poll didn't distinguish between Internet bloggers and reporters employed by newspapers and broadcasters, leaving the definition of "news media" up to each individual who was questioned. The survey polled 1,506 adults on the phone in late July.

The survey found that 63 percent of the respondents thought the information they get from the media was often off base. In Pew Research's previous survey, in 2007, 53 percent of the people expressed that doubt about accuracy.

The findings indicate U.S. newspapers and broadcasters could be alienating the audiences they are struggling to keep as they try to survive financial turmoil. Pew Research didn't attempt to gauge how shrinking newspapers, reduced staffs and other cutbacks at news organizations are affecting people's perceptions, although the reductions probably haven't helped, said Michael Dimock, an associate director for the center.

The financial problems mainly stem from a steep decline in the ad sales that generate most of the media's revenue. Newspapers' print editions have been losing readers to the Internet, and broadcasters' audiences are fragmenting in an age of cable TV and satellite radio.

Newspaper ad sales plunged by 29 percent, or nearly $5.5 billion, during the first half of this year, according to the Newspaper Association of America. TV ad revenue on broadcast stations dropped by 12 percent, or nearly $3 billion, during the same period, according to the Television Bureau of Advertising. Radio advertising fell by 23 percent, or $2.3 billion, according to the Radio Advertising Bureau.

The budget squeeze "means facts don't get checked as carefully as they should," according to Bill Keller, executive editor of The New York Times.

But he still believes many media outlets still go to great lengths to get the facts right and own up to their mistakes when the information is wrong.

"The great flood that goes under the heading `news media' has been poisoned by junk blogs, gossip sheets, shout radio and cable-TV partisans that don't deserve to be trusted," Keller told The Associated Press in an e-mail.

The Internet also has made it easier to research information and find errors in news stories, said Kathleen Carroll, the AP's executive editor. And the Web's discussion boards and community forums spread word of mistakes when they're found.

Carroll hopes the increased scrutiny and accountability fostered by the Internet will lead to better journalism.

"We're in the early stages of a changing relationship between news organizations and consumers, who are becoming much more vocal about what they like, what they don't and what they want to know," Carroll wrote in a statement. "It's not always pretty or pleasant, but that engagement can and does help improve coverage."

The public's trust in the news media began to deteriorate long before the industry's finances began to droop and the Internet hatched more competition — as well as more gossip and speculation.

With few exceptions, the news media's credibility has been eroding since 1985. Back then, 55 percent of the respondents believed newspapers and broadcasters generally got things right.

By 1999, the figure had fallen to 37 percent. The only time the Pew survey recorded a significant shift in the media's favor was in November 2001, when 46 percent said they believed news stories were accurate. Dimock attributes the anomaly to the sense of goodwill that permeated the United States after the September 2001 terrorist attacks.

The most recent poll found just 29 percent believed news reports had the facts straight. (Eight percent said they didn't know.)

Similarly, only 26 percent of the respondents said the press is careful to avoid bias. The figure was 36 percent in 1985.

As has been the case for years, television remains the most popular news source. The poll found 71 percent of people depend on TV for national and international news. Some 42 percent said they relied on the Internet, 33 percent turned to newspapers and 21 percent tuned into the radio. (The figures don't add to up 100 percent because some people cited more than one medium.)

A decade ago, only 6 percent of the survey participants said they leaned on the Web for their national and international news while 42 percent relied on newspapers. (TV also led in 1999, at 82 percent).

The poll didn't try to determine whether the people who cited the Internet as their primary news source were reading Web sites run by newspapers and broadcasters.

Television also is the leading outlet for local news, with 64 percent relying on that medium. Newspapers ranked as the second-most popular source for local news at 41 percent, trailed by radio at 18 percent and the Internet at 17 percent. In this case as well, people could name more than one source.

Even as more people than ever don't believe everything in the news, Pew found that the public still seems to value the media. When asked how they would feel about a news outlet closing, 82 percent said it would be an important loss if there were no local TV news and 74 percent said it would be a major blow to lose their local newspaper.

Keller suspects many people cherish the newspaper they read or TV news program that they watch.

"Just as polls routinely show that people hold Congress in low esteem but tend to like their own congressman, I think the public is suspicious of the media in general but tends to trust the particular news organization they turn to for news," Keller wrote.

[gunownerdan]

I blame media consolidation. Now only like 5 big corporations control the entire mainstream media in America. And most of the news comes from two sources, the AP and Reuters.
Add to this the fact that all these so-called "news" stories are coming out about some guy names Jon and his ex-wife Kate that few people(with a brain) actually care about and you have a recipe for a fed up population!
I guess we have been conditioned all these years to prefer entertainment to information. Slowly but surely people will begin to wake up!

[smac761]

Now people- remember what the late, great Walter Cronkite told you: "That's the way it is" Sleep tight America- Big Brother and the State News Services will tell you what to think and when to think it.

Peace.

[innisfree4]

No one has any trust in any of the Obama networks.... Everyone turns a blind eye to the stomping of the Consitution thats been going on since January!..

Such as: Where is the story regarding 3 different offices of Acorn commiting illegal acts on the CBS website??? If this were a corrupt conservative organization versus a corrupt liberal organization - your headlines would be screaming the name Acorn!

[far_point200]

I have never been quoted accurateley in any news media interview I've participated in and I have witnessed events which were inaccurately reported to the public by the news media.

Small town gossip is more trustworthy than the US main stream media.

[wolfewalk]

The network that consistantly lies, distorts, fabricates the news is Fox. Own and controlled by conservatives, its definately unfair and unbalance...

[wolfewalk]

The network that consistantly lies, distorts, fabricates the news is Fox. Own and controlled by conservatives, its definately unfair and unbalance...

[mav547166]

Its just a matter of time before the MSM turns back to the center. Its all about the money and ratings. The internet is the printing press of the 21st century, and instead of breaking the catholic church it broke the MSM.

[filmguy107]

I don't believe this story.

[retiredgustav]

Harry Truman once said "There are lies,Dammm lies, and then there is the internet".

[USSAmerikan]

I think the comment was, lies, damn lies and statistics... But I could be wrong.

[retiredgustav]

I could have been wrong also, it may have been Mark Twain that said this!

[USSAmerikan]

The good thing about a market based economy is that we get to vote with our wallets and in the case of our choice of media outlets, we vote with our eyeballs. I wonder if the Nielsen results will perhaps cause our media outlets to start actually reporting the truth, the whole truth and nothing but... One can only dream...

[suzyku]

It's no wonder that people can't believe or trust the news media, if you belong to factcheck.org or media matters you realize on a daily, sometimes hourly basis just how inaccurate the reporting is! Fox is not even real news, just pretend made up "stuff and trash". The media is only interested in ratings and creating problems where there are none in order to get the ratings! The so called "pundits" who pretend they know it all but really are clueless most of the time are just interested in yelling and screaming and being stupid, also for ratings! No more Edward R. Murrows, no more Walter Cronkites who report the news accurately and if they want to comment the "say" it's and "editorial comment", don't profess to make it real news! The media has gone so far down hill, in particular since the bush administration when they showed they have no integrity, no guts and allowed that administration to lie to this country and to start unnecessary wars when they could have done their jobs and reported the truth but were too afraid of being deemed UNpatriotic. Their inaction was really the UNpatriotic job they didn't do! No respect for the 24 hour constant streaming NOT news, no respect for the people who lie and make it up for ratings, no respect for creating firestorms for their own benefit and no respect for the corporations who insist on the crap we are fed!

[USSAmerikan]

I guess it is true that you can't fool all of the people all of the time. The half truths CBS and the rest of the Marxist media have been disseminating and the stories they have not been publishing, such as the Obama hand-picked "Green Jobs Czar" (self-proclaimed Marxist, 911 doubter, voiced his support on 9-12-01 for Muslims, etc.) getting the ax last week are finally starting the sort of uproar that has not been heard in this nation in quite a while. It is well known that in order to make everyone fall into accepting communism you need to knock everyone down into poverty, so they need to ask for the government handout. Well folks, it looks as if Americans are not about to go down without a fight. Not that anyone who's read the history books expected it, of course.

[displeased]

I don't give media much credibility. Some reporters emphasize situations based on their personal opinions. Stories are reported before all the facts are out, leading to speculation. And political reporters aren't held accountable for their lies which they use to push THEIR agenda.

[jessue]

SEEMS TO ME THAT WHAT WE MOST OFTEN SEE AND HEAR IS THE SPIN CREATED BY THE NEWS FOLKS/TALKING HEADS AND NOT THE NEWS ITSELF. I GUESS THAT'S WHAT THEY GET PAID TO DO. THEY HAVE ALL BECOME SALES PEOPLE. I THINK I NEED TO BUY ME A CRYSTAL BALL TOO !

[rightbehind]

The news also biases story to favor advertisers.

[erichsh]

The left-wing loudmouths can bash Fox News all they want. The fact that that's the ONLY network they bash speaks volumes about ABC/NBC/MSNBC/CBS/CNN/PBS/ETC, evidently whose coverage is "fair and balanced" in their view.

[hologram5]

Dude, THEY ALL SUCK. They are all paid shills in one way or another. Just like our glorious politicians who have been paid ****** since the day they took office.

[heresmy2cent]

The major TV networks have gone from having skilled journalists prepare and present the news to a parade of attractive space cadets who are "news readers."

Unless you have model-like looks, forget a career in TV news broadcasting. As a result, the "quality" of news has become a joke.

[nor-one]

After watching Fox news with the performance of Murdocks Monkeys it's hard to believe that only 67% think they lie! How does it feel America to have your news fed to you by an Australian millionaire? Rupert only wants your money, not your thanks for good reporting! When are the "Mad Hatters" going to organize their next "Tea Party".

[jdbynum3]

This is suprising to anyone? Maybe the media. They only report what is sensational or to their advantage, it seems. Forget anything negative about the current president unless they can sugar coat it. Just like the weather reports....."Temperature is 95 outside but it FEELS LIKE 105"
How would we know what 105 feels like? They would just report it as feeling like 120. The media is a joke anymore.

[rightbehind]

Fox news is biased for sure and other News sources will bias stories to favor advertisers.