What's Happening?
Advertisers have been reducing their investment in newsbrands and trusted journalism over recent 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 advertising spend across all media channels. In contrast, technology platforms are capturing an increasing share of the advertising market. Despite this trend, there is an indication that the decline in ad spend for newsbrands may slow down in 2026. The Media Week Awards highlighted some successes for newsbrands, with The Telegraph winning the Sales Team of the Year award. The Campaign Podcast recently explored whether advertisers are truly moving away from trusted journalism or if newsbrands are beginning to see a resurgence. The discussion featured insights from James Bailey, UK chief executive of Dentsu’s iProspect, and Adam Foley, chief executive of independent agency Bountiful Cow.
Why It's Important?
The shift in advertising spend away from newsbrands towards technology platforms has significant implications for the media industry. Newsbrands, which have traditionally been a primary source of revenue for journalism, are facing financial challenges as advertisers allocate more of their budgets to digital platforms. This trend could impact the quality and sustainability of journalism, as reduced funding may lead to fewer resources for investigative reporting and news coverage. On the other hand, the potential slowing of the decline in ad spend for newsbrands in 2026 suggests a possible stabilization or even a resurgence, which could help sustain trusted journalism. The outcome of this shift will affect media companies, journalists, and the public who rely on quality news reporting.
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. Industry coalitions like the News Alliance, which encourages advertisers to support journalism, may play a crucial role in advocating for the importance of newsbrands. Additionally, advertisers may reassess their strategies to balance the reach of digital platforms with the credibility and trust associated with established newsbrands.
