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Friday 14th April 2023

Where do Britons get their news?

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“Despite the rolling storm of social media and the proliferation of free online sources, millions still rely on trusted old media brands for their news”

 

Woburn Partners recently commissioned pollsters Find Out Now to find out where the public get their news. 

We’re often warned of the imminent demise of mainstream media, but our poll demonstrates an enduring demand for it.

It reveals that, despite the rolling storm of social media and the proliferation of free online sources, millions still rely on trusted old media brands for their news – albeit often delivered digitally via websites and social media platforms. For all the imperfections of traditional media, it seems that public trust in its authenticity and balance still weighs heavily.

BBC News in particular remains popular across all age groups alongside the online platforms for Britain’s biggest newspapers. 

Inevitably, our findings also indicated a trend towards social media. Huge numbers of young people now get their news from social media giants Facebook, Instagram, Snapchat and Twitter. This is not necessarily to the detriment of traditional news outlets. They are of course present on these platforms, and their content is widely available and read on them. 

Disseminating old media content this way is merely a change of the method of delivery to consumers of news. The synergy between new and old media broadens the availability of traditional content to the social media generations without them having to even buy a newspaper or switch on the TV.

Where mainstream media loses out is in competition with the tidal wave of unreliable and unaccountable news sources and influencers, whose output frequently strays from the unreliable to the downright fake.  

“In this melee of information and disinformation, an enduring reliance on trusted old media brands provides assurance”

In this melee of information and disinformation, an enduring reliance on trusted old media brands provides assurance. It is also a timely reminder to those wishing to connect, influence and engage with the public that managing honest and transparent relationships with long-established news media is pivotal in establishing the facts of a narrative. Doing so will go a long way to ensure that your voice is heard reasonably, fairly and accurately across all platforms and by the widest possible demographic.

The findings of our poll should be essential reading for politicians, corporates, brands and individuals as they seek to navigate the modern media landscape.

Read more on our poll at Press Gazette.