INMA Report Calls on News Publishers to Show, Not Just Claim, Trustworthiness

Industry news

Shared with SuperPrinters · 7/21/2026 · Source: indianprinterpublisher.com

A new INMA report by Jakub Górnicki argues that news brands can no longer rely on traditional trust claims or recall metrics, especially as AI, declining referral traffic, and news avoidance disrupt audience relationships. Instead, it urges publishers to build a visible 'proof system' spanning six areas—people, process, place, participation, provenance, and product—to demonstrate the integrity of their journalism. The report draws on historical brand slogans and case studies from outlets like Die Zeit, De Telegraaf, and The New Zealand Herald to propose new success metrics centered on evidence and first-party trust rather than mere brand awareness.

+ Content, Copyright & Attribution

SuperPrinters respects original work and believes creators deserve recognition. We make reasonable efforts to ensure that content referenced, reproduced, or contributed to SuperPrinters is either appropriately authorised, copyright-free, or credited to its original source.

Contributors are expected to confirm that they have the right to share the material they submit, that it has been sourced ethically with any necessary permissions, and that it may be used to improve SuperPrinters’ content and answers.

Despite our efforts, an attribution may occasionally be missing, incomplete, or incorrect. If you are a creator, copyright owner, or become aware of any content that you believe has been used without appropriate permission or credit, please report it to us. We will review the matter promptly and, where appropriate, add or correct the attribution, modify the content, or remove it.