Burning Questions: Why is advertiser investment in news publishing crucial for Australians?

Investing in local media is investing in Australia – industry leaders weigh in

Australia’s news publishing landscape plays a pivotal role in shaping the nation’s identity, supporting local businesses, and maintaining independent journalism. Top marketing and media executives in the latest ThinkNewsBrands and B&T video series highlight why investing in trusted news environments is essential, not just commercially, but for the broader health of Australia’s media ecosystem. 

Mark Coad, CEO at IPG Mediabrands Australia said, “We do have conversations around the importance of local media companies and a big part of that is the opportunities they provide all these advertisers in Australia who are doing business in Australia.” 

Michelle Klein, chief customer and marketing officer at IAG, also underscores the unique position of Australia’s economy and the need to prioritise investment in local businesses. “Investment in the country and, you know, the reinvestment in the country is so critical to economic growth and opportunity.” 

Vanessa Lyons, CEO of ThinkNewsBrands, said it was great to see the leaders taking their responsibility as media landscape custodians so seriously. “A strong Australian news publishing industry supports flourishing local industries and a resilient future Australia. It’s encouraging to see these leaders understand this and recognise the power they have to create a positive future for us all.” 

Investing in Australian news publishing isn’t just about today – it’s about securing a brighter tomorrow for Australian businesses, communities, and journalism. As highlighted by leading experts in the industry, a strong and thriving local media sector is crucial to building a prosperous future.