Over the past year, one of New Zealand’s news giants ditched Facebook, pivoted to ‘trust’ and gave shares to employees. Can it survive?

The question of trust has dogged journalists for decades. “A kind of confidence man,” Janet Malcolm labels the journalist, in The Journalist and the Murderer, “preying on people’s vanity, ignorance, or loneliness, gaining their trust and betraying them”. That view seems to resonate with the public. Asked to rank their trusted professions, people rank journalism in the murky depths – beaten to the bottom only by politicians.

For reporters who prefer to see themselves as truth-tellers, holding power to account, or at least providing a useful public service, that rankles. For others, trust becomes a point of fascination – the missing piece in the puzzle of how to make digital news pay for itself.