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The influential power of news

From kitchen tables to business boardrooms, news brands determine the daily agenda. 

Marina Neil

The morning news habit – the ritual of checking the headlines over breakfast or during the morning commute – is an important part of Australian life.

A 2018 US study of news-consumptionr behaviour found many respondents follow the same routine reading news at specific times every day.

Whether in print or online, news media continues to set the daily agenda. 

Around the world, a Reuters Institute study found online services are the first source of daily news with many seeking out the news of the day before they even get out of bed. 

While business models and news habits change, the large audiences who trust news brands when looking for in-depth content and analysis remain. Australia’s major news brands are also where people turn for breaking news and in times of crisis.

Smart marketers know that this engagement primes audiences to receive advertising messages. 

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Here are some examples from home and abroad to get your creative juices flowing.

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Journalism is what draws readers to Australia’s trusted news brands and sets them apart from other forms of media. With the power to effect major change, journalism drives emotional responses creating connections with Australians.

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Research you can use to help your brand leverage Australia’s most trusted medium.

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