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-consumption 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.
Here are some examples from home and abroad to get your creative juices flowing.
Journalism: the unique strength of news brands
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.
News Corp Australia David Caird, Herald Sun Escape news.com.au News Corp Australia
Following new research into the effectiveness of news as an advertising channel, Vanessa Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.
Following new research into the effectiveness of news as an advertising channel, Vanessa Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.
News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.
News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.
The Benchmark Series is Australia’s largest cross-media advertising effectiveness study.
The Benchmark Series is Australia’s largest cross-media advertising effectiveness study.
Research you can use to help your brand leverage Australia’s most trusted medium.