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Changing CMO perceptions of news as an advertising platform

By Vanessa Lyons, General Manager, ThinkNewsBrands
Published mi-3.com.au

Vanessa Lyons is aware of the perceptions of news as an advertising channel. After all, she was a CMO herself. But following new research into the effectiveness of the platform, Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.

Coming from a CMO background, I understand the perceptions surrounding news as an advertising channel. From it supposedly having a declining audience, to the perceived lack of reach, or impact it can have on consumers – I had some of these beliefs myself. And so I know from firsthand experience that marketers are redirecting advertising spend because of this understanding. However, these decisions are based on misconceptions and it’s time to reappraise this view.

The Benchmark Series is a landmark global study that compares news – in both print and digital – to run of the internet. Overall, news – in print and digital – delivers stronger brand choice lift and a high propensity to purchase, which is exactly what you need to grow your brand.


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Written news maintains staggering 97 per cent reach and delivers deep, frequent audience engagement.

Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

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Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

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