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We are in the midst of an era of media transition. The corporate media is facing tremendous financial, employee and audience challenges. At the root of their problem is credibility. In 2004, Gallup reported that “39% currently say they have ‘not very much’ confidence in the media's accuracy and fairness, while 16% say they have ‘none at all.’” Gallup reported this was the lowest credibility rating in three decades. But, the decline continued and by 2012, Gallup reported that distrust of the media had risen by 5% to 60% having little or no trust in the media – a new record. A 2013 Gallup poll found only 1 in 4 Americans trust television or newspaper news.

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