Disinformation is good business. Spreading lies and outrage tends to be profitable, thanks to programmatic advertising, which cares only about traffic, not truth, and funding by state actors like Russia, which pour money into narratives that undermine democracies. Supporting truth is a tougher commercial prospect, but today’s guest is giving it a credible run. Gordon Crovitz is the co-founder, with Steven Brill, of NewsGuard - a five-year-old for-profit enterprise that rates news sites for editorial integrity helping news consumers and advertisers avoid sites that spread toxic disinformation. Crovitz comes to NewsGuard after a distinguished career as a journalist and media entrepreneur. He was publisher of the Wall Street Journal, as well as an award-winning columnist for that paper.Before NewsGuard, he founded or cofounded Factiva and Online Journalism—so he’s no stranger to media startups. Gordon and Eric discuss NewsGuard’s business model, his decision to take up the cause of countering disinformation, the role of advertising in funding lies and the explosion of artificial intelligence in the information ecosystem and what seekers of truth can do about it.Topics00:00Introduction and Background00:23The Need for Trustworthy Journalism01:12The Problem of Identifying News Sources02:10The Role of Advertising in Misinformation03:40NewsGuard as a For-Profit Model04:39NewsGuard's Data and Reports06:34Ads Supporting Misinformation on Social Media08:23News Reliability Ratings and Misinformation Fingerprints09:33Examples of News Ratings12:15The Importance of Misinformation Fingerprints16:55Trust in Media and Political Bias20:29Challenges in Steering Ads to Reliable Sources24:57The State of Professional Journalism29:56Losing the Battle Against Misinformation31:39The Need for Regulation and Disclosure35:50Approaching Social Media Regulation38:59Gordon Crovitz's News Consumption Habits44:24ConclusionThis episode was produced by Tom Platts