Total News Publishing reaches 21.8 million Australians with engagement across multiple brands. GET THE FACTS
Exposing the 'brand suitability' myth. Uncover the truth. Advertising in hard news has hard-hitting impact and should not be avoided. DOWNLOAD REPORT
Hear what Australia’s most influential Agency Leaders have to say. WATCH BURNING QUESTIONS NOW

Trending

The biggest misconception about News Publishing according to media agency leaders

By Vanessa Lyons
Published AdNews

One of the first ever newspaper ads appeared in 1704 in the Boston News-Letter. Promoting a plantation as a great real estate opportunity it is a good example of how things stay the same and thankfully how things change.

300 years as an advertising medium makes news publishing one of the oldest we still use today. A testament to its popularity with advertisers through the years and the value that societies have placed on quality news over time.

But unfortunately, this success and heritage has also had an unfortunate consequence – that despite the medium evolving significantly in recent years, perceptions of news have been slow to change.

I speak to media industry leaders regularly and a more recent conversation I had confirmed something we at ThinkNewsBrands have known for a while – that News Publishing is still thought of as a print format.

This is despite it now being delivered via websites, apps, digital newspaper replicas, social media, activations and partnerships.

Taking a broader view, Jacquie Alley, Chief Operating Officer at The Media Store, indicated agencies had come to overlook the effectiveness of News Publishing in a media landscape that has been dominated by social media and search in recent years.

“I think we just forget how powerful it is and how often we’re doing it and are completely unaware of it,” Ms Alley said.


Trending News
28th Nov

Lifting the bar together: Delivering solutions in Australia’s news publishing industry
Lifting the bar together: Delivering solutions in Australia’s news publishing industry

Trending News
26th Nov

News publishing veterans and newcomers shine on 2024’s Mediaweek 100
News publishing veterans and newcomers shine on 2024’s Mediaweek 100

Trending News
26th Nov

Destination NSW CMO, News.com.au Editor and Australian psychologist unpack the macro trends driving consumer behaviour
Destination NSW CMO, News.com.au Editor and Australian psychologist unpack the macro trends driving consumer behaviour

Trending News
26th Nov

News publishing reaching 21.8 million Australians
News publishing reaching 21.8 million Australians

Trending
25th Nov

Total News Publishing reaches 21.8 million Australians with engagement across multiple brands.

Total News Publishing readership has grown to an incredible 21.7m Australians aged 14+ each month.

Total News Publishing reaches 21.8 million Australians with engagement across multiple brands.

Total News Publishing readership has grown to an incredible 21.7m Australians aged 14+ each month.

Trending News
14th Nov

The next big national event is your next big news media opportunity
The next big national event is your next big news media opportunity

Trending News
15th Oct

“A pervasive myth”: Why advertisers and media agencies need to rethink ‘brand suitability’
“A pervasive myth”: Why advertisers and media agencies need to rethink ‘brand suitability’

Trending Media Release
28th Aug

News publishing media industry recognised for recycling leadership
News publishing media industry recognised for recycling leadership

Trending
26th Aug

ThinkNewsBrands debunks ‘brand suitability’ myth with new multi-study report.
ThinkNewsBrands debunks ‘brand suitability’ myth with new multi-study report.