Today on the Doc and Guru Podcast we chat again with veteran journalist and Editor of Daily Maverick 168 on the road increasingly less travelled by journalists and advertisers alike. After more than 3 decades in journalism, media and innovation project management Heather’s understanding of the challenges facing news publishers offers a unique insight into the role of newspapers and online news in fixing a broken nation. If newspaper journalism is a service not just to the people who can afford to pay for a title, but also to the public at large, how do publishers balance this role with the commercial imperative? Many marketers seem to have bought into the mantra that “newspapers are dead” but is it fundamentally nothing more than a content distribution metamorphoses? In the aftermath of the global pandemic it might be argued that the resultant Infodemic has done more harm than the Covid virus itself. The global Edelman Trust Barometer reports that 59% of consumers now claim that distrust is their default position. And only 53% trust traditional media to do the right thing. How do the Media in South Africa perform relative to global trust norms and what is the impact of trust in enhancing advertising response. Listen in to Part 2 of the Doc and Guru podcast conversation with Daily Maverick 168 editor Heather Robertson as we reflect on the joy of writing.