What's Happening?
Advertisers have been reducing their investment in newsbrands and trusted journalism for several years, as indicated by the latest AA/Warc figures. These figures reveal that national and regional newsbrands,
along with magazines, have experienced the most significant declines in adspend across all channels. In contrast, tech platforms are capturing an increasing share of the market. Despite this trend, there is an expectation that the decline will slow in 2026. The Media Week Awards recently highlighted a successful night for many newsbrands, including The Telegraph, which won the Sales Team of the Year award. The Campaign Podcast explores whether advertisers are moving away from trusted journalism or if newsbrands are experiencing a resurgence. The discussion features James Bailey, UK chief executive of Dentsu’s iProspect, and Adam Foley, chief executive of independent agency Bountiful Cow, who is also the founder of the News Alliance, a coalition aimed at encouraging advertisers to support trusted news and journalism.
Why It's Important?
The shift in advertising investment away from newsbrands has significant implications for the media industry. As tech platforms continue to dominate the market, traditional news outlets face challenges in maintaining revenue streams, which could impact their ability to produce quality journalism. This trend raises concerns about the sustainability of trusted journalism and its role in informing the public. The potential slowdown in the decline of adspend in 2026 offers a glimmer of hope for newsbrands, suggesting that advertisers may recognize the value of supporting trusted journalism. The success of newsbrands at the Media Week Awards indicates that there is still appreciation for quality journalism, which could encourage advertisers to reconsider their strategies.
What's Next?
The future of newsbrands will likely depend on their ability to adapt to changing market dynamics and demonstrate their value to advertisers. Initiatives like the News Alliance, which aims to promote the importance of trusted journalism, could play a crucial role in reversing the trend of declining adspend. As advertisers reassess their strategies, newsbrands may need to innovate and find new ways to engage audiences and attract investment. The anticipated slowdown in the decline of adspend in 2026 suggests that there may be opportunities for newsbrands to regain ground and strengthen their position in the media landscape.
Beyond the Headlines
The decline in adspend for newsbrands raises ethical and cultural questions about the role of journalism in society. As tech platforms gain dominance, there is a risk that the focus on profit-driven content could overshadow the importance of investigative journalism and public interest reporting. This shift could lead to a less informed public and weaken the democratic process. The resurgence of newsbrands, if realized, could help preserve the integrity of journalism and ensure that diverse voices and perspectives continue to be represented in the media.
