Trust is the foundation of any strong relationship. That's why a great many journalists, troubled at the decline of their industry, emphasise the importance of trust in re-establishing a solid relationship between the news media and the folks who used to be their captive market.
Canadian and American news media are in a comparable position of trust with their respective audiences. A 2016 survey conducted by the
Pew Research Center found that 22% of Americans have a lot of trust in local news organizations and 60% said they had some trust. (82% total) National media fared a little worse: only 18% of respondents trusted them a lot while 59% had some trust in national media. (77%)
In its 2016 survey on Canadians and trust,
Environics found that 44% of respondents trust Canada's conventional news media as an industry. About 50% said that editorial content - either major conventional media or online news sites - was their first choice as a source of information. Fully 53% picked the websites of major conventional news media as their first choice for information online.
Neither Canadians nor Americans are particularly inclined to trust social media. Pew found that only four percent of Americans trusted social media a lot. 30% trusted social media somewhat as a source of information. Environics found that 31% of Canadians used their Facebook news feed as the first, second, or third preferred source for current news. Only eight percent of that was as a first choice. Bloggers: 14% in total and only three percent as a first choice for current news.
Conventional news media: 69% of Canadians want their news from them, with 38% ranking it as their first choice for current news.
So there you have it, journalists. The numbers aren't directly comparable but there's enough pf a similarity to come to the conclusion that
Captain Sweatpants is not eating your lunch on either side of the border.