As media evolves, what defines and how important is trust? What role does an editorial viewpoint play in building a relationship with a customer? The NYT, following a trend established in Britain, has become more of a viewpoint newspaper as opposed to the newspaper of record. The result is it is probably more trusted by some but certainly less trusted by conservatives. The strategy is to shift the brand to an editorial viewpoint that connects with readers since its news is often dated and commoditized. There is much suggested about curated content but does this work at scale unless the curation is done by crowds or computers? I bet Wikipedia is broadly trusted. Google is probably trusted more than it deserves. But I bet the China withdrawal if it really happens will enhance Google’s long-term global brand. Won’t whatever succeeds Google in China be the search engine that “assembles all the world’s information… to be censored by the Chinese government?” And Google will be the search engine you can trust.