NewsMediaWorks, with the support of its foundation partners News Corp Australia, Fairfax Media and Seven West Media, has unveiled a nationwide advertising campaign that reinforces the importance of trusted journalism environments in news media to advertisers.
The campaign, developed by Thinkerbell and targeting advertisers and their agencies, will appear across all metropolitan and national print and digital news media, plus a majority of regional and community titles.
It features a range of executions that assert 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 campaign will point to a website TheTruthBuildsTrust.com.au that directs advertisers and agencies to the ADTRUST study findings.
News Media Works CEO Peter Miller said: “They say the company you keep deﬁnes you, it’s the same for brands and the context within which they choose to be seen.
“So, if you surround yourself with the truth, you in turn will be trusted. As Australia’s most trusted news media, we’re the ideal place for brands to be seen and believed. The truth builds trust.
“Journalism is what draws readers to our trusted news brands. More than 16 million every month.
It is this environment of trust in the news content that defines our news brands and, in so doing, produces tremendous opportunities for advertisers.”
Thinkerbell founder and consumer psychologist Adam Ferrier said the campaign was born from the ADTRUST study from Galaxy Research that found that only 22 per cent of people trust what they read in social media, and newspapers are the most trusted media for both content and ads.
Trust in media channels directly drives purchase intent, with 58 per cent of consumers agreeing that the more they trust an ad, the more likely they are to buy a product or service.
“What sets news media brands apart from other forms of media is their journalism. Branded messages will appear within context that has been fact checked, proofed, and considered.
“We wanted to ensure advertisers understand that it’s being seen within this context that is extremely important for brands,” Ferrier said.
NewsMediaWorks chairman and News Corp Australasia executive chairman, Michael Miller, said: “Australia’s leading news media publishers are strongly aligned in our support of this important campaign.
“It creatively asserts the importance and value of trusted journalism and authentic storytelling – which lies at the heart of our great news brands – to advertisers.”
The NewsMediaWorks campaign launches at a time when there is a substantial uplift in advertising expenditure in print news media.
The most recent SMI August figures show double-digit growth in metropolitan newspaper spend and growth for newspapers overall.
Print spend grew 2.7 per cent year-on-year, attributed to the 11.1 per cent increase in agency spend in metro titles. Regional papers also experienced growth, according to the latest figures.
Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia. Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]