ThinkNewsBrands, the industry body for news media responsible for ensuring accurate and representative measurement of news audiences, has highlighted the crucial role news plays in our society and for brands, this World News Day.
Held this year on September 28, World News Day is an annual global campaign to support quality journalism, promote media literacy, and recognise the vital role fact-based news plays in society.
This year’s campaign calls on the world to recognise the irreplaceable role news has in society and for governments, businesses and citizens to choose facts, truth and journalism.
To mark the day, ThinkNewsBrands recorded some of Australia’s best-known journalists sharing the news stories they’ll never forget. The video highlights the incredible stories journalists bring to Australians each and everyday and the crucial role they play in shaping our most important national conversations.
CEO of ThinkNewsBrands, Vanessa Lyons, echoed CEO of World Association of News Publishers, Ladina Heimgartner, after she stated World News Day carries particular significance this year.
“As Ms Heimgartner has said, in a world overwhelmed by misinformation, the responsibility of journalists to provide accurate, reliable, and independent news has never been more critical,’” said Lyons.
“The latest University of Canberra Digital News Report shows 75 per cent of Australians are worried about misinformation. News publishers are standing strong as trusted voices against this tide, preventing the erosion of our most crucial social and democratic foundations.”
Lyons added that given their role in investment decision making, media and marketing professionals’ support for news publishers has a big impact at the societal and marketing levels.
“The societal level benefits are of course of the utmost importance, but leading Australian news brands also offer unique advantages to advertisers.
“They are the scribes of the Australian story and write about the topics Australians care deeply about. They offer unique opportunities to connect with Australian consumers in ways that resonate.
“Credible news is also safer for brands because reputable sources develop the content. In today’s world, where reputation and social licence are so important, news offers effective, brand-safe environments for campaigns,” she said.
Research by Integral Ad Science shows seven out of ten consumers are unlikely to buy products advertised next to unsafe content.
Lyons called on Australia’s media and marketing professionals to heed the World News Day message and support local news publishers.
