Nine launches ‘The News Effect’ to push premium journalism

Published Mediaweek

Nine Publishing is launching a new video series making the case for the value of news to brands.

Titled The News Effect, the series features conversations with editors and journalists across Nine’s mastheads – The Sydney Morning Herald, The Age and The Australian Financial Review, lifting the curtain on how they curate content, what their readers are asking for, and why news holds attention.

The flight to trusted news
The announcement was made to a room of marketers and media buyers at the State of the Nation Breakfast in Sydney, hosted by Nine Publishing managing director Tory Maguire, where attendees were treated to expert analysis from a panel of Nine’s editors.

In volatile markets and uncertain times, a central theme was Australian audiences’ need for information they can trust.

Introducing the panel, Nine’s commercial director for publishing sales, Ashleigh Thomas, quoted ThinkNewsBrands‘ latest research, which shows 74 per cent of Australians are worried about misinformation on social platforms.

“We know now what we’ve always felt: Australians are using our mastheads as a verification layer. Two in five Australians told us they actively turn to our news brands to fact-check what they read on social media.”