In the past, radio stations worked hard to be the station listeners turned to for information. They worked and worked to break stories and become the trusted source. A reputation for news credibility was important.

But times have changed.

The audience now chooses their own sources of filtered information “voices”.  And radio continues to slip as a source for getting news.

Even traditional news outlets like CNN have become more about commentary with round-table discussions on the issues more than reporting facts and information. They, as well as MSNBC and Fox News have discovered the appeal of personalities that offer perspective on the stories.

Take a closer look and you’ll quickly realize that the term news credibility doesn’t mean what it used to. Credibility doesn’t matter as much as authenticity.

That may sound outrageous to you. After all, how can a programmer not be concerned with credibility? Isn’t accurate, reliable information at the heart of a news operation? And how about being authoritative and thorough?

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Here’s the thing: Unless it fits the brand’s stationality (station personality), it makes no difference how accurate or authoritative you are.

Who Has News Credibility?

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