The decline in trust since 2003 is also evident in a 2009 Gallup poll that asked about confidence and trust in the “mass media” more broadly. While perceptions of media bias present a viable hypothesis, Americans have not over the same period grown any more likely to say the news media are too conservative or too liberal.

No matter the cause, it is clear the media as a whole are not gaining new fans as they struggle to serve and compete with growing demand for online news, social media, and mobile platforms. The Pew Project for Excellence in Journalism’s annual report on the State of the News Media, released in March, found for a third straight year, only digital and cable news sources growing in popularity, while network news, local news, and newspaper audiences shrink. These findings align with a similar 2008 Gallup poll that found cable and Internet news sources growing in popularity while all others held steady or declined.