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Trending

Mi3 Podcast: Where audiences have shifted post-Covid

Hosted by Paul McIntyre
Published mi-3.com.au

Editors at The Age, The Australian, The Herald and The West Australian on where audiences have shifted post-Covid – and the rich pools advertisers should be fishing in

In the middle of a global pandemic, the Sydney Morning Herald and The Age watched lifestyle content numbers boom. They dropped the quantity and boosted the quality of non-news content, embraced newsletters, and it paid off in spades. “The top of the homepage can be so grim,” Executive Editor Tory Maguire says. “But if we present [other content] properly to our audience, they’re really engaging with it.”

The Australian’s editor, Michelle Gunn, saw the same. “People yearned for lifestyle content, rich storytelling, stories which took them away,” she says.

The West Australian saw a surge in readers, but also for its late TV show and morning radio audiences. “Some of the numbers we were seeing during live streaming of press conferences would rival traditional TV and traditional radio,” says Editor in Chief Anthony De Ceglie.

All of which presents advertisers with new options now Australia is opening up.


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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.

Trending Media Release
27th Sep

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate to 80% or more as quickly as possible.

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

A powerful new public service campaign that heroes the country’s ingenuity, inventiveness and resilience to overcoming challenges is being released nationally in a bid to boost Australia’s double vaccination rate to 80% or more as quickly as possible.

Trending News
14th Sep

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At a time when misinformation and mistrust over Covid-19 are eating into public confidence, Coles has recognised the importance of established publishers as a key conduit for its advertising spend.

Trending News
8th Sep

New ThinkNewsBrands campaigns features top CMOs to highlight the power of news advertising

ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers

New ThinkNewsBrands campaigns features top CMOs to highlight the power of news advertising

ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers

Trending News
8th Sep

CMOs on the power of news advertising by Edge for ThinkNewsBrands

ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia’s top marketers.

CMOs on the power of news advertising by Edge for ThinkNewsBrands

ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia’s top marketers.

Trending Media Release
7th Sep

CMOs showcase the power of news advertising in new campaign from ThinkNewsBrands

The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.

CMOs showcase the power of news advertising in new campaign from ThinkNewsBrands

The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.

Trending News
1st Sep

Agencies and marketers have an important role to play in the future of Australian news

To ensure trusted, reliable news remains available to us and the generations to come, advertisers and agencies have an important role to play.

Agencies and marketers have an important role to play in the future of Australian news

To ensure trusted, reliable news remains available to us and the generations to come, advertisers and agencies have an important role to play.