With both reach and trust growing in national news brands, the opportunities for brands to harness the power of journalism are great, writes Newsworks CEO Jo Allan for InPublishing
Why has ad spend not increased in spite of ‘the growth in readership and sentiment towards quality trusted journalism in news brands, especially in young people’?
Allan explains: “Simply put, [it is] because of wrongly held perceptions about our industry being antiquated and complicated when in fact the reality is quite the opposite.”
With new digital platforms capturing the advertising industry’s attention and young media planners ‘the hardest cohort to crack’, Allan says: “We have to work harder to convince them of how easy and effective we are to do business with and why context, content and trust are absolutely key in driving engagement with their clients’ brands.”
Demonstrating the learnings from the cross-publisher ‘All Together’ Covid messaging campaign which ran throughout the pandemic, she adds: “We can now mobilise the entire industry through one point of contact which makes things much easier for agencies and their clients. In a nutshell, we are much simpler to do business with.”
She also highlights the ‘record numbers of people relying on’ news brands as misinformation and fake news spread online, as well as publishers’ effectiveness in driving market share, pricing and profit.
For Allan, the ‘big opportunity [lies in] partnerships and more cross-publisher collaboration’.
Read Jo Allan’s full blog for InPublishing here.