Advertisers’ investment in news brands is vital in the fight against online misinformation, the Evening Standard’s commercial director tells The Media Leader
Speaking to the site’s ‘Fishbowl’ interview series, White underlines the importance of news brands as mis- and disinformation continues to grow online.
He says: “In such a fragmented media landscape, where a few giants take over 80p of every pound, traditional media platforms should be recognised and trusted to ensure consumers get accurate and trusted information and best in class analysis.
“This requires huge investment from news brands that should be supported commercially.”
He adds that industry talk about the advantages and opportunities news brands bring to advertisers needs to be backed up with meaningful action: “A world without news brands is a scary one.
“Ensuring that key messages related to high engagement, quality environments, diverse audiences… and responsible advertising is fully supported with ad spend is our current priority.”
Read the full interview with the Evening Standard’s James White here.