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News brands reach 19 million Australians every week and generate superior brand recall and uplift making news the ideal partner for brands of all shapes and sizes.

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 – 40% of Australians read news for more than 30 minutes a day – at scale. 

News brands reach 19 million Australians every week and research shows two thirds of people consume news first thing in the morning. By advertising in news brands, you can reach your desired audience before lunchtime. 

The 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. 

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 print yields 8.5 times greater unpromoted recall than the run of the internet and the combination of print and digital news generates 3.5 times greater brand lift. 

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.  

The 2019 AdTrust study showed Australians trust the content they see in newspapers and premium online news platforms more than any other medium. What’s more, they also trust the advertising that appears alongside it. And almost half of all Australians say they are more likely to purchase a product when they trust the ad. 

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. 

News is a fundamental part of the day for Australians

The evolution of news media

If you haven’t engaged with new 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 2020 finding two-thirds (62%) of news consumers say independent journalism is very or extremely important. 

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

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