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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.


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Written news maintains staggering 97 per cent reach and delivers deep, frequent audience engagement.

Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

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Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

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