AMPERAGE Marketing & Fundraising

One-Minute MarketerCan News Sources Ever Be Trusted Again?

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Can News Sources Ever Be Trusted Again?

Trust in news is at an all-time low. Fake news, Fox News, liberal media, the 24-hour news cycle, the National Enquirer, TMZ — who knows all the reasons for the trust in news falling, but one thing I do know, news needs some public relations help and fast.Breaking News Concept

The Center for Media Engagement has one answer going forward: A simple text box located near a story that explains the “journalistic process.” USA Today and the Tennessean helped researchers test the idea.

The explanation box “boosted trust in each story for 11 of 12 attributes,” reported Statista. The trust boxes especially “helped strengthen trust for the ‘telling the whole story’ and ‘transparency’ attributes when compared to participants who did not receive the box.”

This idea seems to work for newspapers and other news outlets, but what about sales efforts and marketing? Could this simple trust box help all of our communications? The next test should be a trust box at the end of marketing materials or even blogs.


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.