News holds attention: why journalism beats the infinite social scroll

Published Mediaweek

While infinite social scrolling drains consumer focus, trusted journalism delivers the deep attention advertisers value.

In the modern media landscape defined by infinite content, attention is no longer just a metric, it is a rare commodity. Across mediums, content is accessible at our fingertips 24 hours a day.

It can be in our ears via podcasts, on our commutes via billboards and vibrating in our pockets via notifications. But the dominant drain on attention remains the social feed, an endless loop designed to keep us scrolling.

For consumers, it can be overwhelming. For advertisers, it presents a fundamental challenge: how do you get someone to focus on your brand in a world where the next piece of content is just a swipe away? The answer lies in trusted news environments.