We’re living through a defining moment for the media, writes Damian Cleary, national head of industry relations at News Australia.
Information has never been more abundant. AI-generated summaries, social feeds and influencer opinions are available instantly. But while content is everywhere, truth and trust are not.
It’s little wonder audiences are developing a heightened radar for what’s real and what’s not. Australians are becoming more selective about their information diet, particularly when big stories break.
The latest ThinkNewsBrands News Nation report highlights the scale of this shift. Australia now leads the world in concern about misinformation, with 74 per cent of Australians identifying it as a key issue. Influencers are seen as the most likely source of misinformation, with 57 per cent of Australians singling them out.
In this climate, the role of trusted news media is becoming increasingly important as a source of clarity for audiences and a driver of effectiveness for brands. Put simply, news places brands in credible, high-performing environments.
For Australians: Clarity amidst confusion
In an age of misinformation, Australians are actively seeking credible, balanced and verified reporting.
People are becoming more deliberate about who and what they follow. Despite the myths, younger audiences, in particular, are actually not disengaged, they are simply selective. News Nation shows that 56 per cent of Gen Z access five or more news sources, actively curating their understanding of the world.
Importantly, when Australians doubt what they see online, they turn to journalism to verify it. Around two in five people use news to fact-check information encountered on social platforms.
This behaviour reflects a clear trust gap: 78 per cent of Australians trust news media, compared to just 36 per cent for social platforms.
At a time of confusion, journalism provides clarity. It offers verification, context and accountability, qualities increasingly valued in a crowded and often unreliable information matrix.
For marketers: Credibility that drives performance
This trust advantage translates directly into commercial outcomes.
As audiences turn to trusted journalism to navigate their world, attention naturally follows. News publishing continues to reach nine in ten Australians each week, offering both scale and depth of engagement.
But the real value goes beyond reach.
Professional journalism operates within a framework of accountability, verification and editorial standards. That creates a fundamentally different environment to user-generated or unverified content.
In trusted environments, consumers feel more confident and less sceptical. They are more open to the messages they encounter because those messages sit alongside content they believe.
This is where trust becomes a multiplier for effectiveness.
Research shows 85 per cent of Australians feel more confident in brands they see advertised within news environments. Advertising in news also delivers 3.5 times stronger intent to act compared to non-news contexts.
This “trust halo” effect means the credibility of journalism extends to the brands that appear within it. Consumers are more likely to notice, remember and act on advertising when it is placed in a trusted setting.
For marketers, this reframes the role of media investment. It’s not just about reaching audiences, it’s about the environment in which your brand shows up. Choosing credible contexts ensures messages are not only seen, but believed.
For society: A pillar of democracy
Australia’s media industry is at a critical juncture. The decisions made by marketers and media leaders do more than drive performance, they help shape a nation and its media ecosystem.
Global technology platforms extract billions in advertising revenue from Australia, yet contribute comparatively little to the local economy. At the same time, they operate with far less accountability despite distributing vast amounts of fake content, including misinformation.
In contrast, Australian news organisations are deeply connected to local audiences. They reflect the country’s values, diversity and cultural nuance, and play a vital role in informing communities.
Investment in local news media supports more than advertising outcomes. It underpins jobs, sustains local storytelling and strengthens economic capability. Every dollar invested locally contributes to the ongoing viability of professional journalism.
This matters because trusted journalism is fundamental to a healthy democracy.
Misinformation poses a growing threat to social cohesion. Social platforms are designed to prioritise engagement, often amplifying outrage over accuracy and reinforcing echo chambers.
The rise of artificial intelligence adds further complexity. AI systems surface and summarise existing content, meaning the quality of information they rely on is critical. If credible journalism is weakened, the risk of amplifying inaccurate or misleading information increases.
Earlier this month, I had the pleasure of attending the National Press Club in Canberra, where Constructive Institute CEO and former Danish Broadcasting Corporation news director, Ulrik Haagerup, spoke about the global role of journalism in society. His perspective was both timely and sobering.
For generations, Australians have relied on trusted news brands to provide verified, contextualised information. That trust supports informed decision-making, public discourse and civic participation.
Without it, the foundations of democracy are at risk.
The message is clear
In a media landscape defined by abundance but shaped by scepticism, the value of trusted journalism is rising.
Australians rely on it to understand their world; marketers rely on it to deliver attention and credibility. Society depends on it to uphold informed debate and democratic stability.
Where advertising investment flows will determine what endures.
Choosing news is not just a media decision. It is a decision about trust, performance and the kind of information ecosystem, and society in Australia, we want to sustain.
