1. Scott Maier University of Oregon News Accuracy: Trans-Atlantic Perspectives

2. Accuracy: Foundation of media credibility "Accuracy is our prime directive, with everything else flowing from it." Michael Fancher The Seattle Times “Respect for truth and for the right of the public to truth is the first duty of the journalist.” International Federation of Journalists

3. News Accuracy Public view hits two decade low How often errors really occur? Does accuracy really matter? Pew Research Center 2010

4. News Accuracy Study Investigators: Philip Meyer, University of North Carolina Scott Maier, University of Oregon Instrument: 4-page questionnaire Sample: 7,600 news stories in 22 newspapers Response Rate: 68 percent

5. U.S. News Accuracy Factual errors found in nearly half of news stories Three errors per story Highest error rate in 70 years of research

6. Factual errors

7. Subjective Errors

8. Causes of error

9. Accuracy Matters Credibility drops measurably with each error. Error explains one third of perceived story credibility. Errors impair relationship with sources: Willingness to serve as source drops with error

10. European Journalism Observatory Director: Prof. Dr. Stephan Russ-Mohl Principle investigators: – Colin Porlezza – Marta Zanichelli Consultant: Scott Maier

11. European Journalism Observatory 1000 news stories in 5 Swiss newspapers 1000 news stories in 5 Italian newspapers SwitzerlandItaly Tages-AnzeigerL’Eco di Bergamo Aargauer ZeitungIl Resto del Carlino Berner ZeitungIl Giornale di Sicilia SüdostschweizIl Giornale di Brescia Basler ZeitungIl Secolo XIX

12. European Journalism Observatory Replicated U.S. study Surveyed quoted information sources Local byline articles from front page, local, business and lifestyle sections Response rates: 50% Swiss sample 15% Italian sample

13. Stories with factual error(s) Swiss Newspapers Italian Newspapers U.S. Newspapers 60%52%48%

14. Error types Fact errorUSSwissItalian % % Misquoted21.026.522.1 Headline wrong14.726.6 Numbers wrong12.912.414.9 Misspelling1012.913.6 Job title wrong8.511.613.6 Name wrong3.487.8 Address wrong1.72.72.6 Age wrong1.42.61.5 Location wrong2.73.13.9 Time wrong2.24.33.9 Date wrong2.23.12.6

15. Stories with subjective error(s)  Quotes distorted  Essential information missing  Story sensationalized  Numbers misleading Swiss Newspapers Italian Newspapers U.S. Newspapers 56% 47%

16. Causes of error Causes of ErrorsUSSwissItalian %* Lack of understanding25.92722.4 Deadline pressure18.923.223.4 Insufficient research17.317.113.1 Events were confusing12.613.312.1 Didn't ask enough questions12.77.56.5 Didn't ask right questions12.15.82.8 Laziness9.94.69.3 Pressure to scoop others6.776.5 Source provided misinformation 0.91.70.9 * Percent of stories with errors.

17. Sources remain “eager” to serve Swiss sources especially willing to forgive errors Swiss Newspapers Italian Newspapers U.S. Newspapers 56%38%36% Swiss Newspapers Italian Newspapers U.S. Newspapers 5.455.185.10 Trust in newspapers (from 1=little trust to 7=much trust

18. Accuracy Matters News accuracy a global challenge. Across nations, errors found in at least every other news article. Credibility and trust depend on accuracy. Across nations, errors diminish respect of and confidence in newspaper.

19. Further study needed Sample: Collect 200 to 400 news stories. Sources: Identify and locate at least one primary news source for each article. Consider partnerships: Larger and more honest response when survey independently conducted.

20. Further study needed  Survey: Personally addressed letter and news article with each questionnaire.  Promise confidentiality. Sources fear their complaints will be used against them.  Consider rewards: Small gift or promised donation to charity increases participation.  Delivery: Use postal mail and email for maximum response.  Follow-up: Repeat two to three times.

21. Further study needed o Questionnaire: Available in English, German and Italian from Scott Maier, smaier@uoregon.edu

23. Corrections  Only one in 10 errors reported to the newspaper.

24. Corrections requests Depends on: Number and severity of errors Newspaper credibility Perceived cause of error

25. Why errors ignored Errors considered minor Perfection not expected

26. Why errors ignored Sense of futility “Happens all the time” Corrections corner “useless” Make matters worse Corrections draw attention to error Fear newspaper wrath “Never pick a fight with people who buy ink by the barrel.”

27. Conclusions Emotional threshold: Public tolerates some error Tipping point: Demand correction Unforgiving of lazy, incomplete reporting Unforgiving of unfair reporting

28. Errors in a digital age The Theory: News errors online quickly identified and corrected. The Reality: Smaller staffs expected to do more. Errors frequently made in haste to post news. Online stories get little or no review by editors. Corrections never catch up with the viral spread of online news.

29. Errors in a digital age Mistakes easier to report Correction Buttons M E D I A B U G S

30. Digital Accuracy Accuracy is the prime directive in a digital age. Across nations,errors multiple on the Internet. Across nations, avoiding errors the best corrective!