NewsMediaWorks Brings Back ‘The Truth Builds Trust’ Campaign

Blank newspaper centerspread isolated on white background, authentic newspaper material - insert your own design
SHARE
THIS



The first iteration of NewsMediaWorks’ campaign, ‘The Truth Builds Trust’, which promotes of the value of authentic news environments to advertisers, has generated more than 30,000 unique visits to the website and will return in 2019.

The first of a multi-stage campaign, ‘The Truth Builds Trust’ has been underwritten by Australia’s leading news media publishers: News Corp Australia, Fairfax Media and Seven West Media, and has been prominent in the vast majority of national, metropolitan, community and regional newspapers and news websites.

NEWSPAPER_FRONT PAGE_THE SMH

In addition, The Guardian Australia and The Saturday Paper have become members of NewsMediaWorks and joined the fray.

The next stage of the campaign will point to the findings of the third ADTRUST study conducted by Ipsos that is currently in market.

The second study, which was released hard on the heels of the Cambridge Analytica and Facebook scandal in July, unequivocally demonstrated that readers rate newspapers and news websites above all other media as the most trustworthy.

Further, readers asserted this trust positively impacts their regard for advertising.

NewsMediaWorks CEO Peter Miller declared ‘The Truth Builds Trust’ campaign a success.

“Advertisers are more than ever before hell-bent on maximizing returns. These ADTRUST findings should be a vital input in their media selection,” he said.

“We have experienced heavy traffic to the thetruthbuildstrust.com.

“This indicates we have spiked a great deal of interest from advertisers who, as a result of our study, are now better equipped to challenge media plans that emphasise risky social over the sure thing of authentic news media.

“The same study revealed that users of news websites similarly rated the content and advertising as far more trustworthy than social media, which of course has faced a series of well-documented batterings this year.

“We definitely wanted to capitalise on the well-founded doubts that users and advertisers have now formed around the dependence on social media. It is at heart a positive campaign for Australian news media.”

NewsMediaWorks partnered with strategic agency Thinkerbell on the campaign.

“Thinkerbell found an ingenious way to use our members’ newspapers and websites to tell our story,” Miller said.

It featured a range of executions that asserted why trusted journalism is important for advertisers, including: “It’s what’s on the other page that makes this space so powerful”, “For why this ad works, see above” and in digital “Surround your brand with articles your customers trust”.

The latest Q3 News Media Index, based on data collated by Standard Media Index (SMI), revealed the continued improvement in news media ad revenue due to the re-evaluation of news media by marketers and agencies.

Please login with linkedin to comment

campaign NewsMediaWorks Peter Miller Thinkerbell

Latest News

Which 50? Has The Datafication Of Advertising Finally Killed Off Adland’s Favourite Slogan?
  • Partner Content
  • Technology

Which 50? Has The Datafication Of Advertising Finally Killed Off Adland’s Favourite Slogan?

Undoubtedly one of the most overused slogans in marketing’s and advertising’s history is John Wanamaker’s iconic “half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And it’s a credit to the quip’s longevity that last year the line celebrated a real milestone – its 100th birthday. But […]

Partner Content

by B&T Magazine

B&T Magazine
Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

MELBOURNE, AUSTRALIA - APRIL 14: Jack Viney of the Demons and Mitch Wallis of the Bulldogs pose for a photo during the Theragun & AFL Partnership announcement at AFL House on April 14, 2021 in Melbourne, Australia. (Photo by Dylan Burns/AFL Photos)
  • Marketing

AFL Names Therabody As Its Official Recovery Partner

The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]