The publisher’s chief operating officer spoke at a webinar with INMA’s Mark Challinor about trust in the media, the ‘All Together’ campaign and more
With trust in the media an important issue as the country grapples with the pandemic and other major news events, Dinsmore stated: “Trusted information is a necessity. It’s not a want, it’s a need.”
Expanding on that, he said: “Trust for me means trust in the brands… If I am getting content from The Times or The Sun, I can give a level of trust to what I am getting.”
The webinar also discussed the success of ‘All Together’, the cross-news industry campaign working with the government to inform readers about vital Covid messaging.
“As an industry, we can come together and provide you with a platform that will allow you to get your messages out”, Dinsmore explained.
Reflecting on the fact that the first “Stay at Home” cover wrap in April 2020 was the first time newspapers and their websites across the country were carrying the same message on their front pages, he added: “This became a story in its own right.”
On the subject of the pandemic, the webinar also touched on The Sun’s ‘Jabs Army’ campaign, helping to sign up tens of thousands of volunteers to work at vaccine centres nationwide.
“It shows the role of the newspaper in bringing the country together and providing a public service”, he said.
Read more from Dinsmore and Challinor’s full discussion here.