Why brands have a stake in the future of Australian news and journalism

Published Mi3

Journalism is integral to democracy and social cohesion. And an investment into Australian news media is a direct investment into battling the rise of deep fakes on social platforms, combatting AI systems that preference global sources and erase Australian voices, and supporting consumers who are increasingly crying out for integrity-driven sources of information. Which makes an investment into journalism a brand reputation and corporate responsibility win too. Here’s why.

News is an indispensable part of fostering vibrant and diverse public discourse. Which makes an investment into news media and journalism a direct investment into Australia’s democratic infrastructure and societal cohesion. Consumers know it, politicians increasingly know it – and now it’s time for organisations and our wider industry to take stock of why this is important to their own brand health and prosperity.

During an April press conference at Parliament House, Australian’s own Prime Minister, Anthony Albanese laid the point bare, telling attendees: “Investment in journalism is critical to a healthy democracy. It matters. It’s something that defines the way that Australian society operates.”

Yet Australian journalism receives less recognition than its contribution warrants – something News Corp Australasia Chairman Michael Miller, brought home in an interview with The Australian earlier this year: “A commitment to Australian journalism is a commitment to a stronger Australia, and that is what is at risk.”

University of Sydney academic Dr Timothy Koskie from the Centre for AI, Trust and Governance, has also emphasised local news production “as essential democratic infrastructure”. Yet his recent work examining hundreds of AI-generated news summaries on Microsoft Copilot reveals local news is becoming increasingly invisible as algorithms systematically preference global media sources. If left unchecked, the erosion of local journalism threatens Australia’s democratic foundations and public discourse, he warned.

“Governments in Australia and around the world need to recognise local news production as essential democratic infrastructure, and work with AI companies to ensure their citizens remain informed on local affairs and voices,” Koskie said.

As debate around the News Bargaining Incentive continues, local news media owners – ABC, News Corp, Nine, Ten, SBS, Southern Cross Media, Guardian Australia and Australian Community Media – are adding their voices to public discourse to ensure a robust and open exchange of news, views and opinions can continue to serve and support Australian democracy. It’s in the public interest that reliable, professionally created news and information remains accessible and visible on the digital platforms used by millions of Australians. We rely on it for our very identity.

This isn’t an idea in abstract. Consumers recognise trusted journalism is becoming more important in an AI and misinformation-laden environment, incited by fake news on social media and less authenticated sources. These concerns are especially acute in Australia, and we lead the world when it comes to fears of misinformation. Three in four of us (74 per cent) believe misinformation is the main threat posed by social platform platforms, and two in five Australians turn to news brands to check what they see on social platforms.

The delta between Australians who trust news versus social platforms is high: 78 per cent see news media as trustworthy, compared to just 36 per cent who trust social creators and platforms. Australia also leads the world when it comes to fears of misinformation.

The latest 2026 Reuters Digital News Report backs this up. Almost half (49%) of Australians believe public service media has a positive effect on life in Australia. That’s 13 points higher than the global average (36 per cent). Significantly, this increased to 68 per cent among young adults aged 25-34. There’s also growing engagement with public service media among younger audiences, with usage lifting from 11 per cent to 54 per cent among 18–24 year-olds, and from 47 per cent to 51 per cent among 25–34 year-olds, between 2022 to 2026.

These aren’t newly formed views either: In Newsworks UK research from 2020, seven in 10 respondents agreed a “world without journalism would harm democratic society”, and nearly all those cited the work journalists do in “covering important topics and issues that might otherwise be overlooked” and are “important to society”.

Journalism as the enabler of positive social change

News and journalism goes further than just informing us of what’s going on, however; news publishers are commonly the instruments enacting positive social change. And examples of trusted news brands going beyond the reporting line and proactively influencing policy outcomes that deliver tangible impacts for everyday Australians abound. News media has spoken up for endometriosis sufferers, advocated for regional Australia, highlighted the importance of financial literacy, and spotlighted Australia’s mental health epidemic.

Take Nine’s ‘Stop it at the Start’ work, which addressed violence against women by focusing on prevention rather than response. It centred around evidence-based discussion that harmful attitudes often form during childhood and adolescence, then focused on how adults can influence healthy relationships through simple conversations. The initiative used publishing’s trusted, authoritative voice to prompt conversation and serve as a pathway to educational resources. It reached 60 per cent of Australians who influence children, and drove a measurable rise in adults initiating conversations about respectful relationships with young Australians.

Responsible marketing = responsible media investment

So if consumers and audiences trust journalism, and are actively turning to news media to be engaged in constructive societal debate and connection, why do some brands continue to exhibit news avoidance? At a time when trusted, Australian news sources are more important than ever, why aren’t more brands leaning in and relishing association with trusted news media?

Outdated brand safety tools and generic keyword blocking are one part of the issue, and incorrectly deprive brands of investment in news publishing.

But there’s a more constructive, progressive approach to news media investment that brands should be considering: Through the lens of responsible media investment and corporate reputation.

Investment into responsible journalism is increasingly about brand integrity as well as sustainability. Brands advertising in Australian news media is a viable corporate responsibility consideration. Putting dollars behind trusted journalism as part of broader corporate responsibility and ESG-related discussion should become commonplace.

For the CEO and CMO, corporate social responsibility, sustainability and reputation are all known, respected forces in business. It’s time we started using this compass to direct our advertising investments.

Often people can acknowledge a problem, but wait for others to fix it, thereby missing the opportunity to be part of the solution. Marketers have an active role to play in supporting public journalism’s future. Yes, there are benefits and risks in it for everyone. But there’s a bigger and more compelling reason to take that leap: Advertisers have more influence over democracy than they realise.