Jo Allan, managing director of Newsworks, writes for The Drum reflecting on what we‘ve learned from news brands during a less than a conventional year. She pulls out pointers media buyers should consider.
Throughout the pandemic the need for trusted information has never been higher. The growth in reader numbers show it. Our research validates it. And even The Queen recognises it.
Last month The Queen hailed the importance of the established news media. In a letter to the News Media Association she wrote: “As our world has changed dramatically, having trusted, reliable sources of information, particularly at a time when there are so many sources competing for our attention, is vital.
“The efforts of the news media to support communities throughout the United Kingdom during the pandemic have been invaluable – whether through fundraising, encouraging volunteering, or providing a lifeline for the elderly and vulnerable to the outside world.“