Study: Aussies Still Hungry For Quality Investigative Journalism (& Are Willing To Pay For It)

Side profile of a journalist typing on a typewriter
SHARE
THIS



A new study conducted by Galaxy Research, commissioned by PR and social consultancy Red Agency, has revealed that despite recent mass redundancies across major news organisations, the majority of Australians are hungry for good quality investigative journalism, and more than half of us believe we should pay for it.

The research comes just weeks after Fairfax announced it was cutting 125 full-time journalist positions in a bid to help save $30 million across its Australian newspaper operations, and three months after the ABC announced the axing of 200 jobs as part of a major restructure.

An overwhelming majority of Australians (93 per cent) still want good quality investigative journalism, with 42 per cent of those surveyed saying that it’s important to understand what is happening in Australia and the rest of the world, and 51 per cent wanting to ensure that politicians are held accountable for their actions.

James Wright, CEO of Red Agency, said: “Our new research is a timely reminder that despite the considerable journalist cuts in recent years, there is still a very healthy appetite here in Australia for quality investigative reporting that delves deeper into the stories and issues that matter to us most.”

The results also uncovered that Australians are wary of ‘fake news’ and do not necessarily trust what they read online, preferring to get their news from traditional sources including TV news, radio and print newspapers, with just 3 per cent of Aussies believing all the news they read online is real, and a further 16 per cent thinking that most or all online news is fake.

Older generations were found to be more likely to believe most news they read online is real, while Millennials were the most cynical age group, with a staggering one in six believing most news online was fake or not completely true. Furthermore, 8 per cent said they weren’t confident they could tell the difference between real and fake news.

“While traditional news mediums are still considered to be the most trustworthy, the challenge for all media outlets is how to fund this, which begs the question: how do they get consumers to pay for something they have previously been able to access for free?” Wright said.

The answer could lie with advertisers, with 32 per cenr of Australians saying they would be happy to view advertising if it meant they received good quality news. Meanwhile, Millennials who have grown up with paid-for subscription services such as Netflix and Spotify were the age group most likely to say consumers should pay for access to quality news services (29 per cent).

Conversely, 32 per cent of Aussies think good quality journalism should be funded through a collaboration between all news providers to make journalism more efficient.

Around 1 in 10 of Australians think good quality journalism should be paid for by third-party funding through government, academia, industry and/or public donations.

“Australians are clearly looking for solutions to help safe-guard the future of quality of journalism in this country because, as this research has found, there is a highly engaged audience who are willing to pay for it,” Wright said.

“Frighteningly, with so many full-time investigative journalist positions being slashed, the risk of a saturation of fake news is very real, so it is up to news organisations to think creatively about pooling resources and sourcing additional revenue streams where necessary to help keep the fourth estate an important and functioning pillar in this country.”

Latest News

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!
  • Media

Nine Reveals Its 2019 Line-Up, Including The Return Of SeaChange, ABBA & Lego!

Nine has unveiled its 2019 line-up of shows at its gala upfronts in Sydney on Wednesday night. A mix of old and a few new, probably the biggest surprise was news that the network had snared Aussie drama SeaChange – starring Sigrid Thornton and John Howard – that was last seen on the ABC in […]

Pause Fest Hits Play On Massive 2019 Line-up & Awards
  • Media

Pause Fest Hits Play On Massive 2019 Line-up & Awards

One of the industry’s biggest events is returning in 2019 with a huge speaker line-up, incredible activations and some seriously enviable networking opportunities. That’s right, Pause Fest is back, and it’s time to hit play on your ticket buying, because this is an event you cannot afford to miss. Pause Fest is boasting talent from […]

Partner Content

by pause fest

The Works Promotes Paul Swann & Tom Harber To Managing Partners
  • Advertising

The Works Promotes Paul Swann & Tom Harber To Managing Partners

The Works has promoted Paul Swann (left in photo) and Tom Harber (right) to the newly created roles of managing partners as the agency continues to build its integrated offering with RXP Group. Swann has been a creative partner at The Works for more than six years, during which time he developed work for accounts including […]

Nine Launches 9Voyager To Attract Small To Medium Advertisers
  • Media

Nine Launches 9Voyager To Attract Small To Medium Advertisers

Nine today unveiled the next stage of plans to simplify and further automate the buying of television through its unique proprietary technology 9Galaxy and launched 9Voyager, aimed at opening the TV market to more small and medium enterprise (SME) owners. 9Voyager, released at the media company’s 9Upfront event in Sydney, will allow Nine to better […]

Nine Sets Sights On Lucrative Premium Partnership Space
  • Marketing
  • Media

Nine Sets Sights On Lucrative Premium Partnership Space

Nine has showcased its premium partnership space through the strategic client solutions division, 9Powered, at its 2019 Upfront event on Wednesday evening. In unveiling its 2019 program slate, Nine highlighted how, through its schedule it delivers marketers cross-platform opportunity to align with powerful “water cooler” content and reach mass audiences at scale, delivering real, measurable […]

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport
  • Media

The Aussie Open & NRL Headline Nine’s 2019 Year Of Sport

Nine has used its upfronts to reveal its plans for Wide World of Sports for 2019. Nine’s Director of Sport, Tom Malone, used the Nine Upfront event to talk about the acquisition of tennis and the strategic rationale and power of Nine’s cross-platform suite of properties – tennis, rugby league, cricket, netball, basketball and golf. “It has been […]

Nine Reveals Its News & Current Affairs Plans For 2019
  • Media

Nine Reveals Its News & Current Affairs Plans For 2019

Nine has used Wednesday night’s Upfronts to reveal to media and advertisers its news and current affairs plans for 2019. From 5.00am, we present Nine News Early Edition with the latest in overnight breaking news from around the world. At 5.30am Today, hosted by Karl Stefanovic and Georgie Gardner. In 2019, Australia’s longest running breakfast […]

Bold Adshel Campaign Pays Off For SA Tourism Commission
  • Media

Bold Adshel Campaign Pays Off For SA Tourism Commission

South Australian Tourism Commission (SATC) has achieved outstanding results from a daring, unbranded ‘teaser’ campaign across the Adshel network. The campaign highlighted seven little-known parts of South Australia, repositioning them as hidden, luxury tourist destinations. The ‘Tell Us Where’ campaign rolled out across digital small format out-of-home Adshel sites in Sydney, Melbourne, Brisbane and Adelaide, […]

How Nike Missed The Mark On Digital
  • Marketing
  • Opinion

How Nike Missed The Mark On Digital

Nike may be the brand held up by pretty much every marketer, but as digital marketing consultant, Tam Al-Saad (pictured below), says in this guest post, when it comes to digital, the sports behemoths still needs to just “do it”… By now you should have seen or heard of the Nike “Dream Crazy” campaign. It’s the one […]

Opinion

by B&T Magazine

B&T Magazine