Trust in journalism has been under sustained pressure for more than a decade. In the United States and across much of the world, audiences increasingly question not only the accuracy of reporting but also the motives and influences behind the outlets producing it.
For Newsmatics, a company long known in the news industry for platforms such as EIN Presswire, and more recently , a platform currently in beta and still under development, the challenge of restoring trust has become central to its mission.
The company’s newest initiative, Perspectify (currently in beta), aims to help readers better understand how media narratives are shaped, and to empower them to compare perspectives rather than rely on a single source.
In the following Q&A, David Rothstein, CEO of Newsmatics, discusses why the company invested in building Perspectify, how the platform works, and why transparency may be the key to rebuilding public confidence in news.
Affinity Group Publishing is quite new, still BETA, and under development.
E&P: Why did Newsmatics invest in developing Perspectify
Rothstein:
“The fundamental reason is simple: trust in journalism has eroded, and we believe transparency is one of the most powerful ways to rebuild it.”
“Perspectify was created to make that transparency accessible. Instead of telling readers what to think, we give them tools to understand the landscape, to see how different publications cover the same event and to examine the forces that may influence that coverage.”
“Our view is that journalism becomes stronger when readers can see the full spectrum of perspectives and make informed decisions for themselves."
E&P: Is Perspectify purely an AI tool?
Rothstein:
“Absolutely not. Technology plays a role, but Perspectify is fundamentally built on human expertise.”
“One of the biggest misconceptions about media analysis tools today is that they’re fully automated. In reality, determining bias, reliability and ownership requires careful editorial judgment.”
“That’s why Perspectify is supported by a team of experienced editors, media researchers and analysts who evaluate publications based on a range of factors, including content, ownership and the media and political environment of the country where the given media outlet is based.”
“AI can assist with data processing and discovery, but the labeling and analysis behind Perspectify rely heavily on human expertise. That’s a critical distinction.”
E&P: How does Perspectify actually work?
Rothstein:
“It’s intentionally simple. Anyone can go to Perspectify.com, type in a topic, and immediately see how different publications are covering that issue.”
“What makes it powerful is the ability to compare perspectives. Instead of seeing one dominant narrative, often shaped by algorithms, you can view coverage from across the political spectrum.”
“Users can filter results based on categories such as left-leaning, center-left, neutral, center-right or right-leaning publications. You can also explore government sources, public broadcasters or outlets that may have pro-government influences.”
“The goal is not to judge which perspective is correct. The goal is to reveal how the same facts can be framed differently depending on ideology and ownership. When readers can see those differences side-by-side, they gain a much deeper understanding of the story.”
E&P: Why is media transparency becoming so important now?
Rothstein:
“Many people today get their news through curated feeds that show them only what aligns with their existing beliefs. That creates a fragmented information environment.”
“Perspectify is designed to break that cycle. By showing multiple perspectives and providing transparency about media ownership and bias, we help readers step outside those algorithm-driven bubbles.”
“Transparency strengthens critical thinking, and critical thinking is essential to a healthy democratic society.”
E&P: What kinds of transparency does Perspectify provide about news outlets?
Rothstein:
“One of the key features of Perspectify is detailed publication profiles.”
“When you look at a news source within the platform, you can see information such as where the outlet is based, who owns it, when it was founded and other factors that may influence its editorial direction.”
“We also provide political orientation labels and contextual information about ownership structures and affiliations.”
“This helps readers understand not just what is being reported, but why it might be reported in a particular way.”
E&P: How can journalists themselves use Perspectify?
Rothstein:
“Journalists are actually one of the audiences we think will benefit the most.”
“Reporters can use Perspectify to quickly compare how different outlets are covering a story, identify emerging narratives, and understand how ideological framing may influence coverage.”
“It can also help journalists evaluate the credibility of sources and identify potential misinformation, acting as an analytical lens on the media ecosystem itself.”
E&P: The platform also addresses so-called “pseudo-journalism,” sometimes referred to as “pink slime journalism.”Why is that important?
Rothstein:
“One of the major challenges facing news consumers today is the rise of outlets that appear to be legitimate journalism but are actually designed to promote political agendas.”
“Some of these sites mimic local news publications but are funded by partisan organizations or advocacy groups.”
“These outlets can blur the line between journalism and political messaging, which ultimately undermines trust in the entire media ecosystem.”
“By highlighting ownership structures and editorial patterns, Perspectify helps readers identify these dynamics and better evaluate the credibility of the content they encounter.”
E&P: Who do you see as the primary users of Perspectify?
Rothstein:
“Honestly, anyone who consumes news, which is essentially everyone.”
“But we see particularly strong use cases in education, research, journalism, and public policy.”
“Educators can use Perspectify to teach media literacy. Researchers can analyze how narratives evolve across publications. Journalists can use it as a comparative reporting tool.”
“And everyday readers can simply use it to better understand the information landscape they’re navigating every day.”
E&P: What does success look like for Perspectify?
Rothstein:
“If Perspectify helps even a small percentage of readers approach news with more awareness and critical thinking, that’s a success.”
“The reality is that the media ecosystem will only continue to grow more complex.”
“Readers need tools that help them understand context, ownership, and perspective, not just headlines.”
“Our hope is that Perspectify contributes to a more transparent, informed, and resilient information environment.”
E&P: Why was Newsmatics the right company to build this platform?
Rothstein:
“Newsmatics has spent decades building infrastructure for the global news ecosystem.”
“Through EIN Presswire, we’ve spent years carefully vetting press releases and working with marketing communicators who rely on credible information distribution. Our moderation process has always focused on identifying and removing fake news and misinformation.”
“That experience gave us a unique vantage point to see the structural challenges affecting journalism today.”
“Perspectify is a natural extension of that mission, helping people not just access information, but understand it.”
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