An Edelman “Trust Barometer” survey shows that trust in the UK’s traditional media is at heights not seen since 2012. 61 percent of respondents say they trust newspapers, radio and television, up from 48 percent last year.

Trust in media in general, however, remains low, with only 32 percent claiming to trust the media, and only 23 percent of UK youths agreeing.

This puts trust in the media as lowest out of the four community pillars the survey identifies: Below NGOs, business and even government.

Part of the distrust surrounding media is due to social media. The shine has come off social media over the past couple of years, with bullying, “fake news” and extremism claims levelled against networks. These worries afflict users, who claim to be concerned about how the average user can’t tell the difference between fake and real news, so it’s possible this has led established media to rebound.

More worrying perhaps for traditional media are the one in three Brits who are watching less news media than last year, and the one in five who are avoiding it altogether.

The survey found these are exactly the sort of people the media should be pursuing: 50/50 male/female split, post-grad educated, senior executives, London-based, average age of 40, with children, spread across all political parties.

These are what we used to call paying customers, or affluent customers at least, who would buy a newspaper and make a very valuable demographic for quality advertisers.

Top reasons are below:

A question for newspapers and broadcasters, then, is how to bring these readers back?