To provide a global resource for determining trustworthiness.
Trruster is a reputation search engine based on
feedback from real people whose identity has been verified.
Powering an interconnected world based on trust.
“If it’s not on Trruster, it can’t be trusted.”
Free the Information
Free the Journalists
Free the Commentary
What is the new funding model for the media?
Prior to the Internet, journalism was funded primarily by advertising. With the advent of online social media, the lion's share of the advertising dollars now goes to a handful of tech giants, putting the viability of the whole industry in jeopardy.
The solution is not paywalls, donations, patronage or novel ways to attract advertisers. These are unsustainable. The simpler and more practical solution is to divert a portion of the advertising dollars into something more productive. This can be achieved by expanding the idea of corporate social responsibility to include the funding of the media sector.
This expansion will occur through the establishment of Trruster as a global reputation search engine. The mechanism is our subscription fee for Businesses and Groups which includes a social responsibility component equal to 1% of annual revenue.
While not every business needs to advertise, every business needs to maintain a reputation and this means our subscription model will eventually extend to the whole global economy with an estimated revenue stream that is estimated to exceed US$100 trillion by 2025.
What is the offer to publishers?
Trruster offers media publishers a new distribution channel funded by corporate social responsibility.
This means that we can bring down the cost to media consumers to just $1 per month, while ensuring that all publishers and all content producers are adequately compensated.
What is the offer to media consumers?
For media consumers we offer the possibility of free access to all information by offering an alternative to the "backward logic" of paywalls.
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And so goes the frustrating, backward logic of the journalism paywall. It’s the most popular income idea to arise since the newspaper industry was flooded with low-budget competitors, and it seems like the last best hope for profits as Google and Facebook strangle independent advertising sales.
It’s also a fundamentally flawed business model that goes against the best interests of journalists and their readers, and it’s doomed to fail.
How does the concept work in practice?
Every month 80% of all Trruster revenue (Available Revenue) will be distributed to the media sector based on the following simple formula.
- Every month we calculate the subscription unit price based on the Available Revenue divided by total number of subscribers to the various media publications listed on Trruster.
- For each listed publication we multiply the total number of subscribers by the subscription unit price to arrive at the revenue amount.
Revenue payments will be made monthly to participating publishers and content producers who have at least 100 subscribers and have been members for at least 12 months.
Why would the business community subscribe?
The simple answer is because it's a market economy.
If enough people start to use Trruster in making their purchase decisions then market forces will ensure that every business, large and small, will subscribe, or risk going out of business.
Currently businesses spend anywhere between 5%-15% of revenue on advertising, promotions and customer retention.
The Trruster service can likened to a unique type of advertising and promotion for which a premium price applies. With time, it will provide a much bigger return on investment than chasing eyeballs through traditional advertising.
How does this initiative overcome "fake news"?
Once Trruster is established, anyone can quickly determine the veracity of any news item by simply referring to the reputation of the author or the publication, and the non-anonymous feedback on the subject of the news item from the Trruster community.
With time, the message will simply be: If it's not on Trruster, it can't be trusted.
How does Trruster empower people?
Most online commentary has become increasingly tribal with both publishers and audience actively discouraging opposing viewpoints. The result is that most discussion occurs in echo chambers, leading to all sorts of societal distortions and contributing to both political and economic instability.
A big part of the problem are paywalls putting economic pressure on publishers to toe-the-line of increasingly partisan audiences:
"If news is cheap, opinion is cheaper. And yet, the paywall has encouraged publications to become more opinionated and more extreme, in the hopes their readers will be more likely to subscribe to a paper that vehemently agrees with them. “We’re not just any pundits — we’re the pundits who aggressively validate your existing beliefs and justify your anger."
Trruster brings not only real-world civility to online discussion but also the ability to analyze and structure the feedback in a variety of ways making it useful for decision-makers and policy planners.
Freeing the commentary empowers the people.
Who manages this site?
The CEO and founder is George Matafonov.
Free the Information
Free the Journalists
Free the Media