(L to R) John Pullman, Reuters Global Head of Video and Pictures; Maisie McCabe, Deputy Editor of Campaign; Madhav Chinnappa, Director of Strategic Relations for News and Publishers at Google; Nathalie Malinarich, Mobile Editor, BBC News Online; and Nic Newman, Research Association at Reuters Institute at the Reuters Tomorrow's News 2017 event in London, June 14, 2017. Photo Copyright Navjot Singh
It’s been a year of huge change and disruption for the global news landscape. On the evening of 14 June at One Marylebone in London, the Tomorrow’s News 2017 event hosted by Reuters unveiled some of the key news consumption shifts in the last 12 months, what’s influencing news attitudes and behaviours, and what the future holds. Some of the key questions revolved around fake news and to understand what are facts worth and how they are verified.
The lively discussion was attended by some of the key influencers in the media industry.
On the discussion panel were Nic Newman, Research Association at Reuters Institute; Madhav Chinnappa, Director of Strategic Relations for News and Publishers at Google; Nathalie Malinarich, Mobile Editor, BBC News Online and Maisie McCabe, Deputy Editor of Campaign. The discussion was chaired by John Pullman, Reuters Global Head of Video and Pictures Reuters.
The opening and closing speeches were conducted by Jeffery Perkins, Commercial Director, EMEA, Reuters. The discussion revolved around a report published by Reuters, which included a global survey of 1,711 Reuters.com users, and the findings which show that while fake news can be damaging for both news brands and advertisers, brands which advertise on trusted news sites can benefit. Unfortunately, Ben de Pear – Editor of Channel 4 News could not make it to the event because he was busy covering the tragic news of the fire at Grenfell Tower in west London.
Some of the findings of the report included:
Some of the highlights of the event included:
Chinnappa said that Google is “trying to give the answers that the users are looking for when they search, which is a very specific thing. So, for us, when you look at false news, on some levels, that’s news spam. It’s people trying to game the system. And we’ve been trying to fight that from the beginning of Google. He noted that as a father he understands the need for security and privacy of content on the site, especially when it comes to graphic content- and that Google is working very hard to make sure that brands and individuals are not lined in with the graphic content and are moderating the content that is published. He also mentioned that it is a challenging task.
Malinarich noted that brand attribution or recognition on social media is difficult. “If you spend your whole day snacking on Facebook, you know you’ve read things about Trump or whatever it is, but you don’t who wrote them or made the video at the end. …it’s just kind of a jumble in your head and you remember the actual stories and the headlines, but you don’t really remember who provided that.” One of the best things I heard was when she said that the problem with mainstream media is that the majority of the key decisions on stories are made by a select few group of networked people and not the mainstream junior staff and that is challenging to change. Does that mean that stories are biased or that editors tell their staff to write stories to shift the public’s viewpoint of someone in government or create a base for a public debate through influence? Maybe.
The way people buy online advertising, McCabe said, was to look for the cheapest way to find people who look like they might be interested in their brand. “That means they don’t pay attention to necessarily where the ad is going to run, so then you have the situation where people are chasing numbers by any means. It’s definitely something advertisers need to be wary of.”
On fake news, Newman said “Whose responsibility is it? Is it publishers, is it platforms, is it users? In this world, it’s all of those. Users get the benefits of greater choice, but downside of that is they have to do more work themselves to work out what is true and what isn’t.
They are, and they relish that. They see that trade off when you talk to them. From a publisher’s point of you, they need to do more about transparency. From a platform point of view, they need to do more as well to show the value of brands.
One of the key trends that nobody spoke about was Big Data and the effect it could have on the publishing and media industries. I mean, for example, if you have one person who has spread fake news then how much of an effort in terms of time, money and human resources would it take to turn that mistrust with the public into a credible and trustworthy piece of news? How much of a help would Big Data have in this, if any?
Other main areas of discussion revolved around the following key areas:
(L to R) Nic Newman, Research Association at Reuters Institute; Jeffery Perkins, Commercial Director, EMEA, Reuters; Madhav Chinnappa, Director of Strategic Relations for News and Publishers at Google; Nathalie Malinarich, Mobile Editor, BBC News Online; Maisie McCabe, Deputy Editor of Campaign; and John Pullman, Reuters Global Head of Video and Pictures at the Reuters Tomorrow's News 2017 event in London, June 14, 2017. REUTERS/Luke MacGregor
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