What's Happening?
The News Alliance, a coalition advocating for the benefits of advertising in news, is urging advertisers and agencies to invest more in trusted journalism. Despite evidence showing that advertising in news environments has a positive impact on brand perception, many advertisers continue to avoid news media. The Alliance highlights that trusted journalism reaches a significant portion of the population, with 69% of UK adults consuming online news daily. The group is conducting surveys to understand advertiser behavior and aims to challenge the industry's under-investment in news.
Why It's Important?
The call for increased investment in news media is significant as it addresses the financial challenges faced by journalism in the digital age. Trusted journalism plays a crucial role in informing the public and holding power to account. By investing in news, advertisers can benefit from the credibility and reach of established media outlets. The reluctance to advertise in news environments may stem from misconceptions about audience engagement or the perceived risks associated with news content. Addressing these issues could lead to a more sustainable media landscape and enhance the quality of information available to the public.
What's Next?
The News Alliance plans to release the full results of their consumer research during Journalism Matters Week in November. This data could provide valuable insights into audience engagement and the effectiveness of advertising in news media. The Alliance is also seeking to expand its membership and influence, encouraging more advertisers and agencies to join their cause. As the conversation around media investment continues, the industry may see shifts in advertising strategies, with potential benefits for both brands and journalism.
