Ask news consumers what they’re looking for in responsible journalism, and at the very top of the list will be one word: balance. (At least, it’s at the top of the list from 81 user interviews conducted by Trusting News partners. Often mentioned alongside the word balance are the words “both sides.” These are tricky concepts, of course. There are usually more than two sides. And the primary goal of journalism is not to produce a scale with two equal sides. Too often, balance is equated with equal air time or column inches, and that’s not the business we’re in. To read more from this edition click here and you can sign up for the weekly “Trust Tips” newsletter by clicking here.

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