Premium news content influences Australians every day creating an unmissable opportunity for brands to engage, inform and inspire. ThinkNewsBrands shows you how.
“With 18.3 million Australians reading newspapers across print and online every week, brands that don’t include the channel in their marketing mix are missing a major opportunity. Not all news is good news, but alert and receptive customers are great news for all brands and that’s exactly what advertising in news media provides.”
News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print. But despite its strong reach, conventional wisdom has held that news brands may not provide advertisers with a strong environment for fostering engagement. To test this and other myths, news brand advocacy group ThinkNewsBrands conducted in-depth research to determine news brands’ ability to drive purchase propensity and build brands, with the results explored in-depth at a recent webinar conducted by CMO Australia.
The COVID-19 crisis has had a significant impact on Australians and the need for accurate and timely news has led to significant growth in consumption of news media. But this trend was visible even before the pandemic began dominating headlines, kicked off by increased demand for information during Australia’s unprecedented summer bushfires.
The COVID-19 crisis has led to significant changes in customer behaviour across many industries, and there is a high likelihood these changes will last well into the future. But for many Australians, COVID-19 is just the latest in a series of crises that have experienced along with unprecedented droughts, floods, and bushfires.