AMPERAGE Marketing & Fundraising

One-Minute MarketerIf Trust Is a Big Part of Your Message, You Need to be on this Medium

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If Trust Is a Big Part of Your Message, You Need to be on this Medium

In the race for the most trusted and influential medium, TV is way ahead of the pack.


On the other hand, if you only care about trust issues, you should be using print as well. Research is finding more and more areas where traditional media outlets have higher influential and trust quotients than online, social or out-of-home marketing. One of the reasons is the predominance of fraudulent advertising in online vehicles, but you would think in the social world, where you are connected to your friends and family, that social media advertising would be more trustworthy and lead to more influence in purchase decisions.

TV has long been one of America’s most trusted medium. And local news has a big reason for that trust. I was also surprised by how high purchase influence was ranked for TV. This may change over time as streaming takes a large bite out of the TV pie, but for now, TV is the most trusted and print is right behind. The third place ribbon in the trust and influence race goes to online.

This research, reported by Marketing Charts, is from Clutch (December 2017).

Written by:

Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.