Published: August 04, 1999
Last Updated: August 10, 1999
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About this study The multi-year Journalism Credibility Project, launched in 1997 and funded by the Robert R. McCormick Tribune Foundation and eight daily newspapers, is among ASNE’s most ambitious and far-reaching initiatives. The project seeks to define and address the credibility challenge through: Twenty-three minute telephone interviews with a representative sample of 3,000 Americans. Focus groups (16 in eight communities) to provide interpretation of the findings. A self-administered 12-page questionnaire by a sampling of 1,714 U.S. newspaper journalists. A 50-member think tank of leading editors, publishers and members of key journalism organizations that met three times over three years. Eight daily newspapers testing pilot projects designed to correct credibility problems and build reader trust in four major areas: accuracy, eliminating sensationalism, reducing bias and "connecting" with readers. Based on the research data, the eight "test site" newspapers have developed concrete, actionable initiatives that can be applied in a wide variety of newspapers and markets. The eight "test-site" newspapers are: The Philadelphia Inquirer; The Oregonian, Portland; Austin (Texas) American-Statesman; San Jose (Calif.) Mercury News; Sarasota (Fla.) Herald-Tribune; The Gazette, Colorado Springs; The Daily Press, Newport News, Va.; and Florida Today, Melbourne. The lead researcher and author of the analysis was Dr. Christine D. Urban, president, Urban & Associates Inc., Sharon, Mass. The ASNE Ethics and Values Committee, chaired in 1998-99 by Diane H. McFarlin, executive editor, Sarasota (Fla.) Herald-Tribune, oversaw the Journalism Credibility Project. ASNE’s staff work was undertaken by Diana Mitsu Klos, project director, with assistance of her colleagues on the staff. The report was designed by Clara Fletcher. Web site produced by Brian A. Brophy