By Neenah Payne

The hard truth: Americans don't trust the news media is the October 28 op-ed by Jeff Bezos, founder of Amazon and owner of The Washington Post. It purports to explain why the Post is not endorsing either presidential candidate – for the first time in 36 years.

Bezos points out:

In the annual public surveys about trust and reputation, journalists and the media have regularly fallen near the very bottom, often just above Congress….. Our profession is now the least trusted of all. Something we are doing is clearly not working. Let me give an analogy. Voting machines must meet two requirements. They must count the vote accurately, and people must believe they count the vote accurately. The second requirement is distinct from and just as important as the first.

Likewise with newspapers. We must be accurate, and we must be believed to be accurate. It's a bitter pill to swallow, but we are failing on the second requirement. Most people believe the media is biased. Anyone who doesn't see this is paying scant attention to reality, and those who fight reality lose. Reality is an undefeated champion. It would be easy to blame others for our long and continuing fall in credibility (and, therefore, decline in impact), but a victim mentality will not help. Complaining is not a strategy. We must work harder to control what we can control to increase our credibility….

Lack of credibility isn't unique to The Post. Our brethren newspapers have the same issue. And it's a problem not only for media, but also for the nation. Many people are turning to off-the-cuff podcasts, inaccurate social media posts and other unverified news sources, which can quickly spread misinformation and deepen divisions. The Washington Post and the New York Times win prizes, but increasingly we talk only to a certain elite. More and more, we talk to ourselves.