Decreasing trust in media is good news for brand publishers

Trust in traditional media organizations continues to decline, as does engagement with news content. That trend could play into the hands of brands looking to capture audience attention with their own content initiatives and publications, and could accelerate an "unblurring" of the lines between brand content and "traditional" media. The overall decline in trust in traditional media has been marked by a few recent datapoints:  The United States now has one of the highest rates of “news avoidance” in the entire world: the Reuters Institute found that four in 10 Americans say they sometimes or often avoid contact with the news. Gallup’s latest survey, out last week, found that Americans’ trust in news has plummeted a record low, with the greatest declines reported amo