The Business Side of Credibility: Questions Marketers Should Be Asking
Shaun O'L. Higgins The Spokesman
The editorial and circulation credibility scandals that have shaken the United States newspaper industry in 2004 seem eerily familiar. Indeed, for most of the 300-year history of the free press on North American soil, our newspapers have expended much ink (and worn out thousands of newsboys' tonsils) in largely futile efforts to avoid attacks on their own credibility while attacking...