According to the head of World News Day, the news media is at a crossroads where maintaining relevance is crucial for the well-being of society. This statement comes as over 1,000 media outlets globally prepare to participate in World News Day, an initiative aimed at underscoring the significance of journalism during a time when the industry faces significant challenges.
Prominent organizations such as the New York Times, Reuters, and the Kyiv Independent are joining efforts to share editorials, advertisements, and cartoons that promote the importance of “trusted journalism”. The recent Digital News Report from the Reuters Institute indicates a troubling decline in public trust towards news, reaching unprecedented lows in 2026. The report highlights a growing trend where individuals are increasingly relying on social media platforms and AI chatbots for their news updates.
Collaboration Over Competition
Branko Brkic, one of the organizers of World News Day, emphasized the necessity for once-competitive media entities to collaborate, stating, “If we do not change the game, we are just not going to exist.” This sentiment reflects a shift in the media landscape, where traditional news organizations must adapt to survive.
Since its inception in 2018, World News Day has expanded its reach, advocating for the message that “trusted journalism matters.” This campaign arises amidst widespread public disillusionment characterized by anxiety and disengagement, as noted in the Reuters Institute report. Despite this, there remains a willingness among the public to explore new sources of news, as well as a persistent belief in the value that quality journalism can provide.
Changing Dynamics of News Consumption
In the previous year, social media and video platforms surpassed traditional news websites as the primary sources of online news. However, these platforms are often viewed with skepticism, as indicated by the findings of the report. An additional study by UK media regulator Ofcom revealed that audiences are turning to a broader range of news sources, with YouTube experiencing rapid growth and 20% of individuals utilizing AI tools to access news.
This increase in options has led to confusion regarding which sources can be trusted, yet traditional news outlets are still perceived as more reliable and impartial compared to online alternatives, according to Ofcom. Brkic, the founder of South Africa’s Daily Maverick, acknowledged the transformation in the media landscape, insisting that established news organizations must adapt to these changes.
The Role of Truth in Journalism
Brkic pointed out that the days of conventional journalism are gone, and a new equilibrium must be established through collaboration. He warned that if media organizations continue to operate as isolated entities, they risk becoming vulnerable targets. He stressed the urgent need for a fundamental shift in approach, or they may find themselves irrelevant.
While acknowledging the mistakes made by mainstream media, Brkic reaffirmed the essential role that professional and trustworthy journalists play in society. “We need to engage with our audiences and emphasize that it is in their best interest to seek out truth and trust,” he stated. He underscored the importance of truth and facts in journalism, noting that without them, the media cannot fulfill its role.
However, the definition of “truth” can often be subjective, as seen in the contentious rhetoric surrounding the term “fake news,” popularized by former US President Donald Trump. Brkic concluded by asserting, “This is the information-based society. We are the infrastructure for that information-based society. And that society will struggle without us.”
