News & events

Pandemic has made news brands 'incredibly more desirable' with advertisers wary of disinformation

Press Gazette published an article today following the impassioned comments made by a senior advertising executive at our World Without News event last Friday

The report by Charlotte Tobitt focuses primarily on the remarks made by PHD UK’s Demi Abiola, who explained to the audience: “It’s vitally important for news brands… [to] capitalise on this moment because with this acute focus on brand safety and environment we really need to be talking about… in the overall media mix, why they’re so important.

“If you look in terms of scale, context and fairness, that’s what really makes them stand out. They [advertisers] don’t want to be associated with fake news, they don’t want to be associated with disinformation, so what we really need to do as a publishing industry, as a news industry, is really sing loud and sing proud, and say why we’re a great medium to be advertising with at the moment given all of this disinformation that’s happening on other media platforms.”

Read the full article.

20/10/20

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