At a time when audience trust and loyalty have never been more important, new research and ideas from the American Press Institute show many ways in which the press and the public misunderstand each other, as well as where they agree.

At SNPA's News Industry Summit, Oct. 10-12 in Nashville, learn how your newspaper can build a foundation of trust by better explaining what you do and why. Avoid the common pitfalls that confuse and alienate readers. Build the brand credibility that leads to subscriptions and long-term loyalty.

Jeff Sonderman, deputy executive director and executive vice president of API, will lead this News Industry Summit session. He says that issues of trust and understanding are linked. API's research, he said, shows that "understanding is the foundation for trust."

Greg Watson, who owned a strategic marketing consulting firm for the past five years and formerly worked with Gannett Co. Inc., has joined the SNPA staff. Watson will serve as chief marketing officer and assistant executive director, with responsibility for planning and executing strategies that promote SNPA's brand and programs.

Read about the latest job openings posted on the SNPA website. And, send us your listings to post at no cost.