Brand trust used to be something you could assume… but as one Web Summit panel made clear, that assumption doesn’t hold anymore.  

If you haven’t heard of Web Summit, it’s impressive. 20,000 attendees. Startups, investors, and journalists from around the world. Six stages. Back-to-back keynotes, panels, and pitches. An exhibition floor packed with new ventures.

I wasn’t just there to collect insight. I was there to translate it. For the people I work with. Founders of $1M+ revenue companies trying to scale in a complex, noisy world.

I recorded and transcribed a handful of sessions. Then I interpreted the most relevant insights for the people I serve.

This is the fifth and final story in the series.

It’s drawn from a panel on the future of media featuring Emilio Garcia-Ruiz, Editor-In-Chief of the San Francisco Chronicle; Jennifer Cunningham, Editor-In-Chief of Newsweek; Kate Marino, Executive Editor National Newsroom at Axios; and moderator Zachary Karabell, Author, Speaker and founder of the Progress Network.

The conversation covered AI, collapsing trust, shifting formats, and the race to stay relevant. But underneath all the noise, there were a few patterns worth paying attention to.

Not just if you run a media company. But if you run any company.

1. Brand trust is not assumed. It’s earned, over and over.

Newsweek now includes a “Fairness Meter” under every article. Readers can rate whether the piece is fair, and whether they see it as left- or right-leaning. Since launch, over 2 million people have voted. 70% rated the content as fair. That number is now part of how they run editorial.

Axios is focused on what they call “AI-proof content.” Not just headlines and summaries. But original analysis, distinctive voice, and clear reasons to care.

The Chronicle is placing bets on utility. Not just telling the news, but helping people live through it. Their team is publishing more explainers, more how-to’s, more stories designed to help real people navigate real problems.

Each outlet is making brand trust their product. Which might be the smartest business move you can make in a noisy market.

2. The chaos is increasing. So simplify.

Legacy media is fighting to be trusted. New media is fighting to matter. AI is reshaping both.

The winning strategy isn’t to outrun the noise. It’s to quiet it.

Speak clearly. Sound human. Say something useful. Then repeat it until people believe you.

3. Distribution is fractured. Stop chasing perfect platforms. Build your own.

The social media era as we knew it is over. Facebook is out of news entirely in Canada. X is incoherent. TikTok is in regulatory limbo.

The media brands who are still standing aren’t waiting for the next platform. They are making their own channels work harder.

Axios doubled down on newsletters. Newsweek is going video-first. The Chronicle is growing direct subscriptions. None of this is accidental. Each move is designed to get closer to their audience and stay there.

That’s the new model. Smaller. Stronger. Owned.

So what does any of this mean for your business?

Everything.

You may not be running a media company. But you are absolutely in the business of earning trust. Of cutting through noise. Of making sure the people you care about hear you.

If you run a $1M-plus company, the complexity is only getting louder. AI. Endless channels. A shiny new tool every minute. (Over)promises.

You do not need to be everywhere. You do not need to do everything. You need to say the right thing. To the right people. In a way they will remember and trust.

Frequently asked questions

What is brand trust, and why does it matter for founder-led companies?
Brand trust is a buyer’s confidence that you’ll deliver what you say you will. For founder-led companies past $1M in revenue, it’s often the difference between a prospect who needs five calls and one who’s already halfway convinced. It isn’t a soft asset. It shows up in how easily you sell.

How are media companies rebuilding trust?
At Web Summit Vancouver, three newsrooms described three approaches. Newsweek asks readers to rate every article for fairness. Axios invests in original analysis and a distinctive voice. The San Francisco Chronicle focuses on utility, with explainers and how-tos that help readers deal with real problems. All three treat trust as the product, not a by-product.

What is “AI-proof content”?
It’s content AI can’t easily replicate or summarize away: original analysis, a recognizable point of view, and a clear reason for the reader to care. For businesses, it means saying something only you can say, rather than repackaging what’s already out there.

Does my company need to be on every channel?
No. The media brands still standing are strengthening channels they own, such as newsletters, direct subscriptions and their own video, instead of chasing each new platform. For most founders, a smaller set of owned channels used consistently beats a thin presence everywhere.

How can a founder build brand trust in a noisy market?
Get clear on what you say, to whom, and why it matters to them. Then say it simply and consistently until people believe it. Be useful, not just visible. Trust compounds when your message stays the same across every conversation, page and pitch.