If you're a publicist or marketing trying to get your message to America's youth, what would be your best course of action: Surreptitiously edit a Wikipedia page about whatever you're pushing; book an expert to trump up your brand on a radio show; spam an online forum; get the kids talking about your gimmick on Facebook; or hound a business magazine editor until she agrees to plug you in a write up. According to "Edelman Trust Barometer 2008," an annual survey about trust, the youth demo is more likely to believe anything they see in that last option: business magazines. But if you don't have the connections to score a half-page in one of those rags, at least breathe easier knowing your official press release is still seen as more trustworthy than anything on YouTube.
[Folio]
Editorial Director
That's Two mistakes…..buying em and reading em. Most interviewers and interviewees have a self-serving agenda. Take the written and verbal stuff (Fox, Bloomberg & that other one) with a little salt….and a beer.