Encouraging Aussies to buy Australian-made products has a history spanning several decades. In 1986, the Federal Government introduced the ‘Australian Made’ logo so consumers could identify locally produced products and support local industries and the Australian economy.
But have you ever stopped to think about the split between locally and overseas-spent Australian media dollars? Would you be surprised to know a huge chunk flows offshore? Well, some estimates say as much as 60% of local media spend goes straight into the pockets of global tech giants like Meta and Google.
Now, don’t get me wrong overseas-owned media platforms have their place, but it does beg the question - shouldn’t we be investing more in our homegrown media landscape?
I and other leaders think we should.
Because local media, and particularly local news media, delivers significant benefits to our brands, our media and marketing industries, and to Australian society more broadly.
The benefits to brands and campaigns
Australian-owned media gets Australia. They know Australian audiences inside and out and understand this country. This makes it easier for brands to connect with Australian consumers in relevant ways that truly resonate.
Local news publishers are particularly strong in this area. They are the scribes of the Australian story. Each and every day, they write about what’s happening in this country and on topics Australians really care about.
As Jason Tonelli, CEO at Zenith Media Australia puts it, “Australian publications have been very good at talking about Australia to Australians.”
Local publishers also have deep relationships with their readers and invaluable first-party data, giving advertisers an edge when it comes to targeting the right Australians, at the right time, in the right way.
Kim McConnie, Group Executive Marketing at Tourism and Events Queensland, put it perfectly: “It's really hard to leverage other mediums to really be able to tell the richness of the characters, the people, what they do, who they are in a way which is relevant in that moment at that time. And I think that is one of the strengths of news.”
Stronger local industries and more opportunity
When media budgets stay onshore, they fuel creativity, innovation and growth in our local media and marketing industries.
Investing in Australian media means investing in jobs across content creation, marketing, media planning and journalism.
It means more opportunities for young media and marketing professionals and greater potential for long and exciting careers.
It means bigger budgets for the work we do, allowing us to have a greater impact.
Simply put, it strengthens our entire ecosystem. For us as individuals, for our businesses and for the industries we’ve chosen to be a part of.
As Michelle Klein, Chief Customer and Marketing Officer at IAG, said, “Investment in the country is so critical to economic growth and opportunity.”
A more informed and connected society
When it comes to investing in local news brands specifically, the impact is further reaching and perhaps even more important.
It not only supports our local brands and industries – it supports a vibrant, secure and resilient Australian society.
With misinformation on the rise, having strong, independent news sources ensures Australians can access credible, fact-checked journalism and more trusted sources of information. This is vitally important to the proper functioning of our society, the robustness of our democracy and our social cohesion.
Angela Smith sums it up, “It's really important for brands to show up in a news environment and make sure that what we have now is there in the future. In order to achieve that integrity, we also need to invest in it.”
The choice is ours
Every dollar spent impacts the future shape of Australian media.
By backing local media, and in particular local news brands, advertisers and media agencies have the power to not only boost their own campaigns’ success, but to build thriving, resilient industries and a society we all want to live in.
The decision is ours.
To hear more from the Perspectives series, visit www.thinknewsbrands.com.au/perspectives/
Left to right: Angela Smith, Claire Butterworth, Jason Tonelli, Kim McConnie, Mark Coad, and Michelle Klein
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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