Andrew Bolt is an out and out racist and his tripe is being published by one of the biggest media companies in the country. You want to know why audiences get mad at the media? Stuff like this is why. No amount 'but they have some good journalists' (they do) changes any of that. 
And don't try and hide behind BS like 'but some of our audience respond to this'. Of course they do, but that doesn't mean you have to pander to it. You always have choices, so the responsibility is ultimately yours. Your audiences respond to lots of things: why choose racism?
And for all those sincere people who ask things like, why can't we have a sensible discussion about immigration? Shit like this is why. It poisons the well and makes any sort of discussion of immigration suspect
And this doesn't just happen with immigration. Pick any topic from climate change to friggin' plastic bags and the voices that dominate the media are loud- mouth bigots like Bolt. It is they who empower everything other little pissant racist and doofus out there.
You want social media to be better? Get your own house in order first, because despite everything, the institutional power remains with legacy media. You publish crap like Bolt, you enable the very things you complain about.
Last thing: Increasingly you're asking ppl to pay for memberships and subscriptions. You really think, in a country where 49% of ppl were either born overseas or have a parent born overseas, this shit is going to help your bottom line? Be an actual mass media & stop pandering
