Let's talk about something that keeps many of us up at night: the spread of false information online. We're swimming in a sea of it these days, and it's making people increasingly sceptical about what they read and watch.
Three in four Australians are worried about misinformation, according to the 2024 University of Canberra Digital News Report. That's an 11% jump since 2022, and well above the global average of 54%. And with Meta scaling back its content moderation, our local numbers could grow even further.
But against this misinformation swell across our media, Australian news publishers are standing strong as trusted voices. Adhering to journalistic principles, they are the seawalls preventing the erosion of our most crucial societal foundations.
Why marketers and media agencies matter more than ever
As the people who make advertising investment decisions, marketers and their agency partners shape Australia's media landscape. Their selection of media environments and their choices to support or not support news publishers have a significant impact at both societal and marketing levels.
And from my recent conversations with industry leaders, I'm encouraged to see they understand this responsibility.
Supporting quality journalism for the good of society
Our democracy works best when people can access reliable information on important topics from trusted sources. When marketers and agencies invest in credible news publishing outlets, they provide the advertising revenue needed to sustain the journalism our society needs.
As Angela Smith, Co-Founder & CEO of Affinity, puts it perfectly: "To achieve that integrity, we also need to invest in it. By actively buying in that environment, we are supporting local journalism. And that's just so critical."
Supporting quality journalism for the good of your brands
But it’s not just about being a do-gooder – investment in news publishing environments is now an essential strategy given how misinformation and unsafe environments are affecting consumers.
Data shows people are flocking to news as they seek credible information sources, making premium publishers high-value media channels because of their ever-growing reach into diverse audiences.
The 2024 University of Canberra Digital News Report showed significant growth in heavy news consumption (more than once a day) among women and Gen Z (both five percentage points YoY) and a substantial increase in news consumption among Baby Boomers (seven percentage points) and 78+ (eight percentage points).
In addition to growing readership, more credible news environments are safer for brands because reputable sources develop the content. A study by Integral Ad Science showed seven out of ten consumers are unlikely to buy products advertised next to unsafe content. In today's world, where reputation and license to operate are so important, brand safety is of vital concern.
But it’s not just about mounting a defence against misinformation and its negative effects. Trustworthy news publishing environments offer unique, positive attributes to the advertised brands within their pages (web, app, and print).
Studies show news environments have a "halo effect" on the brands and campaigns they carry. A study by FiftyFive5 found that ads in news publications are considered 18% more trustworthy than in other media. As Mark Coad, CEO of IPG Mediabrands Australia, notes, "It's not just about placing an ad—it's about delivering the message in a way that amplifies credibility."
Time to step up
As I said, I’m encouraged that the marketing and agency leaders I speak to understand their role as media landscape guardians. However, it’s important that this thinking continues to spread and that our news publishing media continues to strengthen.
So please, next time you’re developing a media strategy, choose trusted news environments for the good of society and your brands.
So please, next time you’re developing a media strategy, choose trusted news environments for the good of society and your brands. www.thinknewsbrands.com.au/perspectives/
Left to right: Angela Smith, Claire Butterworth, Jason Tonelli, Kim McConnie, Mark Coad and Michelle Klein
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