Burning Questions: How important is authenticity and diversity in news publishing?

The Power of Local News in a Globalised Media Landscape

Local news publishers are more vital than ever in a media landscape increasingly dominated by global platforms. While these platforms have their place, local news publishers play a crucial role in society and Australian marketing.

This is the view shared by leading marketing and media executives in part two of the ThinkNewsBrands and B&T video series.

“Sustainable models for local news is incredibly important.” Mark Coad, CEO at IPG Mediabrands Australia, said. “We want our politicians kept accountable by local media outlets. We’ve got local newsrooms setting the agenda, knowing what’s important to this country. And we don’t want those decisions left to global players.”

Jason Tonelli, CEO of Zenith Media Australia, adds, “Australian publications have been very good at talking about Australia to Australians and I think that’s something that is fantastic to see.”

The leaders also emphasize local news’ connection with diverse communities. Claire Butterworth, national head of investment at Group M, notes, “In the last few years, from what I’ve seen, there’s been a huge focus from publishers on improving and creating new platforms for minorities.”

Vanessa Lyons, CEO of ThinkNewsBrands, underscores, “By investing in news media, marketers and agencies tap into the nation’s behaviours, passions, and interests and make meaningful brand connections with Australians from all walks of life.”

By investing in local news, marketers and agencies not only support the vital role of journalism in holding power to account but also build deeper connections with the Australian audience. As global pressures mount, the importance of diverse and authentic local storytelling becomes ever clearer. The future of Australian media lies in its ability to stay local, diverse, and influential.