Join CMOs Lisa Ronson & Paul Chatfield at ThinkTank Melbourne for a deep dive on Australian audiences REGISTER NOW

Trending

How data is fuelling Australia’s major news publishers and the opportunity for advertisers to capitalise on it


Published CMO.com.au

With digital news acting as the growth engine for Australian news brands, publishers are now sitting on vast troves of data about their readers.

This data is being used in innovative ways by journalists and editors opening a window of opportunity for advertisers to do the same.

Speaking at the Meet the Editors event in Melbourne, Editor of the Herald Sun, Sam Weir, said: “You walk into our newsroom, and it feels like you’re in The Matrix. There are walls full of data. The journalists have it on their phones. They can see who’s reading their story, what they were reading before, what they’ll potentially read next.”

In the West, De Ceglie refers to this data regularly. He said: “I wake up and have several moments throughout the day when I will check how we’re travelling. If it’s 9am and we’ve only sold a certain percentage of where I want our subs to be, we can pull levers on and off.”

But De Ceglie is keen to differentiate between good and bad data. As is Executive Editor for The Age, The Sydney Morning Herald, WAtoday and Brisbane Times Tory Maguire. She said: “I say this to the newsroom all the time, the data is incredibly powerful and useful. And it gives you insights and strategies. It is not where the ideas come from.

“You cannot be too data-driven. Because if all you did was go ‘Well, that’s the thing that worked last week so we’re going to do that again,’ then you’re going to end up with a website that just runs the same stories over and over again.”

Likewise, the data shouldn’t stop news brands from telling important stories, stories that can have far-reaching impacts on government and beyond.

So where, in all of this, does the opportunity lie for advertisers to utilise these rich insights?


Trending News
26th Jul

Read a newspaper, it’s a booster for the brain

According to a new study published by Neurology, and reported by The Times, reading a newspaper can give you the thinking skills of someone 13 years younger.

Read a newspaper, it’s a booster for the brain

According to a new study published by Neurology, and reported by The Times, reading a newspaper can give you the thinking skills of someone 13 years younger.

Trending Media Release
23rd May

Total News readership continues to grow

Total News readership is up 0.9 per cent for the 12 months to March 2022 as news continues to reach 97 per cent of Australians over the age of 14.

Total News readership continues to grow

Total News readership is up 0.9 per cent for the 12 months to March 2022 as news continues to reach 97 per cent of Australians over the age of 14.

Trending News
6th Apr

Increase in readership and advertising revenue highlights the successful evolution of Total News

In recent years we have witnessed an incredible evolution in media. Traditional notions of media formats and channels have blurred.

Increase in readership and advertising revenue highlights the successful evolution of Total News

In recent years we have witnessed an incredible evolution in media. Traditional notions of media formats and channels have blurred.

Trending Media Release
16th Mar

Australian publishers forge partnership with REDcycle, launch advertising campaign

Ahead of Global Recycling Day on March 18, Australia’s major publishers have created a partnership with REDcycle further elevating the industry’s green credentials.

Australian publishers forge partnership with REDcycle, launch advertising campaign

Ahead of Global Recycling Day on March 18, Australia’s major publishers have created a partnership with REDcycle further elevating the industry’s green credentials.

Trending Media Release
28th Feb

Total News readership increases in all states, reaches 97% of adult population

The latest release of Total News readership shows news is holding strong with 20.4 million Australians consuming news in a four-week period, an increase of 0.9 per cent compared to the same period last year.

Total News readership increases in all states, reaches 97% of adult population

The latest release of Total News readership shows news is holding strong with 20.4 million Australians consuming news in a four-week period, an increase of 0.9 per cent compared to the same period last year.

Trending News
31st Jan

The power of news: How an integrated campaign drove awareness and consideration for MYOB at tax time

A cross-platform news advertising and content initiative helped MYOB amplify its message and cut through the noise at tax time, enabling the business management platform to engage SMEs, deliver brand lift and drive longer term conversion.

The power of news: How an integrated campaign drove awareness and consideration for MYOB at tax time

A cross-platform news advertising and content initiative helped MYOB amplify its message and cut through the noise at tax time, enabling the business management platform to engage SMEs, deliver brand lift and drive longer term conversion.

Trending News
23rd Nov

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Trending News
3rd Nov

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

Trending Media Release
1st Nov

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.