Speaking to Press Gazette, Newsworks CEO Jo Allan talked about how the news brand industry can thrive in the digital era by confronting misinformation, working collaboratively and demonstrating its capacity for reach, scale and agility to advertisers
Allan underlined advertisers’ interest in continuing to support trusted journalism, as well as the huge reach news brand audiences provide. She said: “In an era increasingly clouded by fake news, fake accounts and fake profiles, millions more people have turned to trusted news environments.”
She later added: “Advertising absolutely still has an important role to play.
“News brands have massively engaged audiences that are hugely attractive to advertisers.”
Allan also discussed the news brand industry’s successful collaboration throughout Covid during the ‘All Together’ public messaging campaign, explaining how this new approach provides advertisers and the news industry with the opportunity to launch more effective and efficient campaigns.
Allan explained: “We can now mobilise the entire industry for a client through just one point of contact. We can do this at speed, at scale and with the agility no other medium can rival.
“We can create bespoke content that resonates with individual readers across 600 news brands, in print, online and across all digital platforms.”
Read Jo Allan’s full interview with Press Gazette here.