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 ad spending across all channels. In contrast, tech platforms are capturing an increasing share of the advertising market. Despite this trend, there are signs that the decline in ad spending on newsbrands may slow down in 2026. The recent Media Week Awards highlighted a successful night for many newsbrands, with The Telegraph winning the prestigious Sales Team of the Year award. The Campaign Podcast recently explored whether advertisers are moving away from trusted journalism or if newsbrands are experiencing a resurgence. The discussion featured James Bailey, UK chief executive of Dentsu’s iProspect, and Adam Foley, chief executive of independent agency Bountiful Cow and founder of the News Alliance, a coalition promoting support for trusted news and journalism.
Why It's Important?
The shift in advertising investment away from newsbrands towards tech platforms has significant implications for the media industry. Newsbrands, which have traditionally relied on advertising revenue, face financial challenges that could impact their ability to produce quality journalism. This trend also raises concerns about the concentration of advertising power in tech platforms, which may influence the diversity of media voices and the availability of independent journalism. However, the potential slowdown in the decline of ad spending on newsbrands suggests a possible stabilization or even a resurgence, which could benefit the media industry by providing more resources for journalism. Stakeholders in the advertising and media sectors are closely watching these developments to understand the future landscape of media funding and its impact on public access to diverse and reliable news sources.
What's Next?
As the advertising landscape continues to evolve, newsbrands may need to innovate and adapt to attract advertisers back. This could involve leveraging digital platforms more effectively, enhancing audience engagement, and demonstrating the unique value of trusted journalism. The News Alliance and similar coalitions may play a crucial role in advocating for the importance of supporting newsbrands. Advertisers, media agencies, and news organizations will likely engage in ongoing discussions to find sustainable models that balance the interests of all parties involved. The outcome of these efforts could shape the future of media funding and the role of journalism in society.
Beyond the Headlines
The decline in advertising revenue for newsbrands raises ethical and cultural questions about the role of journalism in a democratic society. As tech platforms gain more influence, there is a risk that the public may have less access to independent and investigative journalism, which is essential for holding power to account. The resurgence of interest in supporting newsbrands could signal a recognition of the need to preserve diverse media voices and ensure that journalism continues to serve the public interest. This development may also prompt discussions about the ethical responsibilities of advertisers and the importance of supporting media that contribute to informed public discourse.
