The death of Walter Cronkite not only marks the loss of a great news reporter, but it also appears to symbolize the conclusion of a time when Americans received the majority of their information from newspapers and the evening news. Cronkite gained America’s respect because many saw him as a fair and accurate reporter, not an ideologue. America called him ‘the most trusted man on television’-more so than any network news anchor today. Over the past decade, the internet has eroded the prominence of the evening news by creating a venue for bloggers, online news outlets, and independent journalists to play a significant role in the dissemination of information.

Data still shows that the internet is not king…yet. A Rasmussen survey from July still indicates that more Americans put their trust in network television than the internet for the news. The poll of 1000 adults had 46% agreeing that network television is a “more reliable source of credible news information” followed by 35% siding with the internet and 19% that are unsure.

Also, according to Rasmussen, women are more likely than men to trust the network news. Men are evenly split. At the same time, Democrats favor network news two-to-one compared to Republicans and politically unaffiliated adults who see the two mediums as equal in terms of reliability.

What does all this mean? Two things. First, the data represents an overall decline in the ratings of the major news networks: ABC, NBC, and CBS. Second, it lends credibility to the idea that the declining ratings of the networks have been because of a perceived bias in reporting.

More than half of the Americans surveyed go online almost every day and see online reporting comparable to their local newspaper, contributing to the decline in network viewership.

Furthermore, last August, only 10% of voters said they watched any of the three major anchors every day for information about the election. Where were they getting their news? One place was talk radio, which was grabbing viewers at a rate of two-to-one compared to network news.

All indicators point to the decline in the traditional format of the network news. Many believe the internet and other outlets will eventually replace the TV networks as the standard bearer of news in America. The issue is not if, but when and to what degree, the internet and others will rule the news business.

Who will be the next Walter Cronkite?

You may want to look on YouTube before you turn on your TV.

I love this billboard campaign on behalf of Audi and BMW sent to me by a colleague.  Goes to show competitive advertising doesn’t have to be overly negative or scathing to be effective.