Tackling the persistent gap between the media industry’s perception of news brands and reality is vital in increasing advertising investment in journalism, writes Newsworks agency and client relations director Mel Leslie
The media industry has always been defined by change, but arguably few parts have changed as radically as news brands.
Once confined to print, they are now multiplatform media giants, publishing across digital, social, video, podcasts, radio and live events. They are the original influencers: embedded in culture, shaping debate, reflecting society and holding power to account.
However, for many younger media planners entering the industry, that reality isn’t always visible.
At a recent training session with graduates new to media roles, we asked a simple question: “What first three words come to mind when you think ‘news’?” The answers were honest and revealing; alongside positives like “trust”, we heard “depressing”, “routine”, “serious” and “something my parents do”.
We then asked what might prevent them from including news brands on media plans and the response was equally troubling: “too sensitive for brands”, “hard to track”, “can’t reach niche audiences”.
These perceptions matter. They tell us there is a growing disconnect between what news brands offer in 2026 and how those shaping future media plans understand them.
That’s why we took that group on a ‘journalism matters’ journey. We began with why journalism matters to society — not as an abstract ideal, but as a living, breathing entity that informs, challenges and connects communities.
We explored why 24 million people still actively turn to news brands every day and how cultural journalism plays a leading role in both reflecting and shaping our world.
What often surprises people is the make-up of this audience — news brands don’t just reach “older readers”. Their reach is huge, their audiences are surprisingly young and the relationship people have with their chosen news brand runs deep.
This is a relationship built on trust, nurtured across a rich ecosystem of platforms, from social feeds and digital editions to podcasts, video, newsletters and radio. This is not outdated media; it is adaptive, influential and highly engaging. First-party data allows advertisers to target niche, but valuable audiences.
Finally, we took a dive into why regulated news brands are brand safe, sharing the latest studies from Bountiful Cow and Stagwell on how hard news is good news for advertisers.
Ensuring this reality cuts through outdated perceptions has never been more important when we consider effectiveness. Our latest ‘Attention’ research shows a clear warning for marketers: the continued chase for low-attention, highly trackable channels at the expense of high-attention media risks undermining long-term business effectiveness.
If people entering the industry aren’t trained and educated to understand the entire media landscape, how can they properly assess opportunities or challenge assumptions in the best interest of their clients?
That’s why we created the Newsworks Academy. It’s been designed to help close this knowledge gap, giving the next generation of media planners and marketers a clearer understanding of news brands and the role of journalism.
This isn’t about telling planners to put all their money into news brands; it’s about addressing a knowledge gap around the value of high-attention, trusted and regulated media within the media mix. The responsibility to close that gap sits with us in the here and now.
We want to give advertising professionals the confidence to plan with both effectiveness and responsibility in mind.
If we want this healthier media ecosystem tomorrow, the time for education must be now.
