According to the 2012 Edelman Australian Trust Survey, Radio is the third most trusted media in a four horse race after television and newspapers, but just ahead of magazines. And this in a sector, media, that is already on the nose for most consumers. Only 33% of respondents said that they trusted media in general. And it turns out that Radio is not even the best of this bad bunch, but third. Why is this so?

Why would television and newspapers be perceived as any more trustworthy than Radio? 

Does it matter?

If so, what does Radio need to do to lift its game?