Insight director Denise Turner shared the highlights of Newsworks’ latest ‘Come Together’ research.
At a session today at Advertising Week Europe, Turner discussed Newsworks’ new state-of-the-nation research ‘Come Together’.
Referring to the four-year study as the “barometer of what the nation is feeling”, and with the results of last week’s local elections, it was the perfect opportunity to talk about what people in Britain are feeling.
The research findings show that the pandemic has accelerated people’s willingness to put their differences aside, with eight in 10 now wanting to come together as a nation.
In this context, Turner explained why quality journalism is so important as it plays a key role in educating people with a plurality of views.
“In a world of uncertainty, people need guidance and trusted journalism,” Turner explained.
“News brands provide an important platform for debate as 36 million people read one every day with the aim of finding out “the why behind the what”.
She encouraged advertisers to take note as news brands offer brands a safe space where they can target readers in an environment where they are highly engaged, focused and are forming opinions.