An interactive American poll has challenged the authority and relevance of newspapers in that country. In some of the key findings:

• Two thirds of Americans (67%) believe traditional journalism is out of touch;

• Two thirds (64%) are dissatisfied with the quality of journalism in their communities;

• Nearly half of respondents (48%) said their primary source of news and information is the internet, an increase from 40% who said the same a year ago;

• Nearly a third (32%) said internet sites are their most trusted source for news and information, followed by newspapers (22%).

Almost 2000 people took part in the survey. Being an online poll, it’s not surprising the respondents showed a preference for the internet as a news medium.

It is surprising however, that people trust the web more than newspapers and that they are dissatisfied with the quality of journalism.

I doubt the same results would be recorded in Australia, but that’s no reason for complacency among those of us who work in the press.

I do think the future is brighter for country newspapers than it is for metropolitan dailies. There will be a greater convergence between print and electronic publishing.

Newspaper publishers who also own the internet space in their communities through a trusted brand will survive longer and stronger.

Owning the web space will require providing interactive community sites with a blend of news, comment, information and entertainment.

Anyone can set up a community portal for almost no cost. What newspaper publishers can offer is credibility and resources. How they make money out of that service is the vexing question for them.

Inevitably there will need to be partnerships and relationships with “traditional” online players such as Google.

There’s no point a newspaper putting its classifieds online unless traffic can be driven to that service from non-print sources.

As for journalists being “out of touch” and American readers being dissatisfied with the standard of journalism, there are many in Australia who would share that view.

I have a personal view that readers don’t want to know the opinions of journalists. They want the facts. There is too much commentary in many newspapers today.

The web is an ideal place for opinions to be published because of its interactive capabilities.