Every successive poll on the public's attitude toward journalism is more alarming than the last.

Two-thirds of New Zealanders do not trust the news, and three-quarters sometimes actively avoid it.

The industry is fighting for its existence, under attack from commercial, technological, legal, cultural, political, and social elements.

Dr. Gavin Ellis, a media analyst and former editor, suggests that journalists are undervalued and their industry is not deemed worthy of protection.

He argues that if we do not have journalists, we have no acceptable means of holding to account the elements that collectively make up our democratic nation.

The Koi Tū paper, which Ellis authored, recommends that media start persuading the public of their role in a democracy.

It suggests converting the Broadcasting Commission into a multi-purpose commission to house autonomous regulatory bodies and coordinate the review of Acts of Parliament affecting media.

The paper also criticises media for being overly negative and conflating reportage and commentary.

It suggests that foreign digital platforms, which make no material contribution to news, are siphoning off the lifeblood of the industry.

The paper recommends amending the Digital Services Tax Bill to levy these platforms and compensate news media for the use of their content.

Without changes to the business model, journalism will fall below a credible minimum and lose its ability to give democracy meaning.

The Koi Tū paper offers a range of changes, including charitable and low-profit models, to help fund journalism and save it from collapse.