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The value of News Publishing according to media agency leaders.

By Mediaweek

Attention! Agency leaders talk news publishing.

Back in the 70s, studies suggested the average person was exposed to around 1,000 ads per day. Fast-forward to today and estimates range between 4,000 and 10,000. That is an extraordinary number of ads and an extraordinary number of ads that are simply ignored. So how do advertisers cut through in this ‘attention economy age’ amidst a sea of other messages? Well, according to some of the best in the business, the answer is news publishing.

National head of investment at Mindshare, Nik Doble, says: “quality journalism attracts audiences and keeps them engaged… You can have your eyes off the screen but if I’m consuming an article, I’m 100% engaged. My eyes are on the screen, on the content.”

Raj Gupta, chief strategy and growth officer at UM Australia, agrees, saying: “if there’s one thing I would recommend people look at news for, it is not just the eyeballs.”

Jacquie Alley, chief operating officer at The Media Store, said her agency sees written news in the same way.


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Roy Morgan: Written News reaches 97% of Aussies.
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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.

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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