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Written news publishing is the perfect media solution in 2024

By Vanessa Lyons
Published AdNews

As an advocate for written news publishing as a media channel (all digital and print news together), I spend a lot of time talking to media planners and buyers.

My key takeaway from conversations towards the end of last year was that 2023 had been tough. This year, conversations have been more optimistic, however that optimism is offset by several challenges media planners and buyers have on their minds.

From my perspective, I’m excited for 2024. Because the perfect solution to overcome these challenges is written news publishing.

Challenge 1: How to deliver greater ROI for less.
With advances in technology, democratisation of media buying and tight marketing budgets, expectations on planners and buyers to deliver ROI have never been higher.

A recent nationwide study of more than 2000 Australians covering media perceptions and behaviours shines a light on how written news publishing can help.

This year, I’m looking forward to seeing more media planners and buyers leaning in to written news publishing to create great opportunities and results for their clients.


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Fresh readership figures from Roy Morgan (12 months to December 2023) show written news retaining its broad reach across the country, with 97% (or 21.4M) of Australians aged 14+ consuming news in any given month.

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