MOTHERSHIP RISES TO #1

Image Credits: Pexels

Last week, a Reuters study revealed that Mothership is the most-used online news source in Singapore. For the first time, 48% of Singaporeans surveyed indicated they used Mothership at least once a week – ahead of CNA at 46% and The Straits Times at 42%.

And at 84%, online sources are the primary way that Singaporeans access news, nearly double that of the top offline touchpoint, TV, at 44%.

However, this isn’t an indication of growing trust for Mothership’s content. Mainstream media sources still scored well above it, with 75% of respondents expressing trust for CNA as compared to 52% for Mothership.

This gradual decoupling of news consumption from trust could be a sign that the role of news is shifting for Singaporeans: from information to entertainment.

Some implications for marketing and PR teams:

• When speaking to a mass audience, your branded content’s accessibility and style matters just as much as its message.

• Know your trade-offs: a partner with more reach may come with less trust, and vice versa. Depending on your brand and objectives, one may matter more than the other.

• Tailor your message to each publication’s audience: the same message will need to speak differently to “serious” and “casual” news-reading audiences.