Build your brand and drive genuine business results with Australia’s most memorable and trusted media platform.
Total News is a combination of all print and digital news as one channel and reaches 96% of Australians every month, generating superior brand recall and uplift.
Marina Neil
Why choose news brands?
News brands drive the daily agenda and when audiences interact with news media, it’s a lean-forward experience. News consumers pay attention across the whole day with nearly half preferring to read the news in the afternoon or evening and many reading news for more than 30 minutes a day.
The Total News audience is diverse and growing, equally spanning all demographics from the hard to reach 14-to-34s to 35-to-54s and 55 plus. Reaching 96% of Australians every month means news has your audience, regardless of age, income, location, or device.
News is also a highly effective advertising platform. The Benchmark Series research, conducted in 2021, confirms that high levels of engagement, attributable to the informative and breaking nature of news, flows to the ads within the medium increasing brand memorability and propensity to purchase. The research found the combination of print and digital news generates 3.5 times greater brand lift and print yields 8.5 times greater unprompted recall than the run of the internet.
Advertising in printed national and metro newspapers yields 8.5 times greater unpromoted recall than the run of the internet
The result for advertisers is a top-of-mind presence which leads to greater sales for brands that advertise in news media versus those that do not. This is particularly relevant for light category buyers, the most important consumers for brand growth, with The Benchmark Series finding news delivers almost three times the brand lift of run of the internet.
At the heart of news brands is professionally produced premium news content, crafted and honed by experienced journalists making news brands Australia’s most trusted source for news and information.
Unlike other advertising channels, news brands offer transparent and regulated environments that keep businesses and their customers out of harm’s way.
Spanning the mediums of print, online, podcasts and live events, news brands offer a vast canvas to creatively communicate your message. Campaigns can be created quickly and cost effectively allowing brands to be responsive to the news of the day.
Whether you’re looking to build a brand, cement or establish your reputation or drive short-term sales, news brands are the perfect partner for the job.
There’s no news like total news
If you haven’t engaged with news brands recently, there’s much to catch up on.
News brands have transformed. They’re now multi-channel powerhouses with stories that connect, engage and guide the way Australians think, feel and behave. With a market-leading approach to data collection and partnerships, everyday Australia’s news publishers put advertisers in front of highly engaged audiences.
With a commitment to innovation and creativity, news brands are well placed to influence audiences in ways big and small creating diverse opportunities for brands.
Not all news is created equally
Research shows concern is growing among Australians about misinformation and ‘fake news’, particularly spread through social media platforms. Credible journalism has never been more valuable with the University of Canberra’s Digital News Report: Australia 2022 finding younger generations are turning away from social media and going to traditional sources of news. It fell another 4% in 2022, highlighting that rather than waiting for ‘news to find me’ on social media, younger generations are more actively seeking news directly from the Australian news brand sources.
With the attributes of content rubbing off on associated brands, the context your ads appear in matters.
An environment of trust defines news brands and, in so doing, produces tremendous opportunities for advertisers.
Explore in depth data and knowledge into ThinkNewsBrands
Resource Library
Deep dives, independent third-party research, statistics and intel to guide your news media advertising experience.
Sustainability
Understand the role of The Environment Advisory Group and how publishers are working together to ensure the sustainability of print.
Knowledge Exchange
Deepen your understanding of news media and the real business results it produces for brands.