This report follows the 1999 ASNE study, “Examining Our Credibility: Perspectives of the Public and the Press.” Based on the 1998 research data, eight test site newspapers in 1999 developed and launched concrete initiatives that are detailed in this study and can be applied to a wide variety of newspapers and markets.

The project seeks to define and address the credibility challenge through:

• National research conducted in 1998 and 1999 that measured public perceptions of the press.
• Follow-up focus groups conducted in 1998 and 1999 in eight communities across the United States.
• A self-administered survey completed by newspaper journalists nationwide in 1998.
• A Think Tank of leading editors, publishers, journalism educators and members of key journalism organizations that met three times over a three-year period (1997-99).

The pilot projects designed to correct credibility problems and build reader trust focused on four major areas: accuracy, connecting with readers and reducing perceptions of bias and sensational coverage.

The eight test-site newspapers are:

• Austin (Texas) American-Statesman; Richard A. Oppel, editor.
• Daily Press, Newport News, Va.; Will Corbin, editor.
• Florida Today, Melbourne; Derek Osenenko, executive editor.
• The Gazette, Colorado Springs; Terri Fleming, editor.
• The Oregonian, Portland; Sandy Rowe, editor.
• The Philadelphia Inquirer; Robert J. Rosenthal, editor.
• San Jose (Calif.) Mercury News; David Yarnold, executive editor.
• Sarasota (Fla.) Herald-Tribune; Janet Weaver, executive editor.

These newspapers and their newspaper companies also helped fund the project.

The ASNE Ethics and Values Committee, chaired in 1999-2000 by Judy Pace Christie, consultant, Gannett Co. Inc., oversaw the Journalism Credibility Project.

Project research was conducted by Christine D. Urban, Ph.D., president, Urban & Associates, Sharon, Mass. The 1999 focus group sessions were led by Urban & Associates staffer Ellen Gardner.

ASNE’s staff work was handled by Diana Mitsu Klos, project director. Scott Bosley, ASNE executive director, also provided oversight.

Vivian E. Vahlberg, director of journalism programs for the Robert R. McCormick Tribune Foundation, has been both insightful and generous.

In addition to the editors mentioned elsewhere in this report, the project also benefited from the leadership from four editors who have moved on to other positions since the test-site initiatives were started at their newspapers: Jerry Ceppos, former editor of the San Jose Mercury News and now Vice President/News, Knight Ridder; Judy Pace Christie, former executive editor of Florida Today; Diane McFarlin, former executive editor of the Sarasota Herald-Tribune and now publisher of that newspaper; and Steve Smith, former editor of The Gazette, Colorado Springs. The 1997-98 Ethics & Values Committee was chaired by Maxwell E.P. King, former editor of The Philadelphia Inquirer and now executive director of The Heinz Endowments. Diane McFarlin chaired the committee in 1998-99. The project was launched in 1997 under the ASNE presidency of Sandy Rowe.

A team from Knight Ridder/Tribune in Washington, D.C., conceived the design and layout of this report: Debra Leithauser, design editor, led the team comprising Eric Goodwin and Jennifer Pritchard, page designers, and Chuck Kennedy, photographer. Thanks also to Mike Duggan, director of KRT News Service and Special Sections, and Jane McDonnell, managing editor of KRT Special Sections.

Craig Branson, ASNE publications director, and Suzanne Jenkins, ASNE publications assistant/systems manager, helped in the proofreading and production of this report. Alison Hill, assistant to the executive director, helped with numerous administrative tasks throughout the project.

This report was written by Christine Urban, Judy Pace Christie and Diana Mitsu Klos.

This report is supplemented by an “Examining Our Credibility: Building Reader Trust” video that offers an overview of the test-site projects and can be used in staff training sessions. The video was produced and funded by Gannett Co., Inc. through the efforts of Philip R. Currie, senior vice president/news. Kelly L. Bell, senior corporate producer, led that effort.