News publishers are being overlooked in digital media plans despite being a critical driver of effectiveness according to a recent WPP event in Manchester
The WPP session ‘Unlocking news brands’ digital advantage’, in partnership with Newsworks and publishers, brought together publisher and agency leaders to explore why trusted news environments are becoming essential to effective digital media planning.
Through industry insights and a showcase of real-world examples, the session explored how news brands can deliver greater value through trusted environments, engaged audiences, first-party data, editorial expertise and bespoke creative opportunities.
A key theme was the gap between audience behaviour and advertising investment. While news brands reach large and highly engaged audiences – PAMCo data shows 18 million read digital news brands every day – publishers argued that ad spend remains disproportionately low.
Speakers also challenged the perception that news brands are limited to hard news, highlighting the breadth of content across lifestyle, travel, sport, entertainment and other passion areas that foster loyal communities and influence consumer decisions.
In a lively panel discussion, featuring Reach’s Monica Majumdar, The Telegraph’s Anthony Crocker and News UK’s Charlie Celino, the speakers argued that news is too often treated as part of generic digital or programmatic activity, rather than as a distinct channel that can drive stronger business outcomes.
Hosting the panel, Chris Turner, managing partner, head of digital investment at WPP, said: “[News brands are now an] entertainment ecosystem provider, with portfolios that are so broad and so rich.”
The discussion also focused on the benefits of direct publisher relationships. Majumdar explained that direct partnerships can unlock deeper audience insight, premium formats, contextual expertise and greater opportunities for collaboration and optimisation.
She said: “There’s a real benefit to having [a] separate specific plan because you’re getting access to editors and their know-how, you are properly understanding contextual placements and what will resonate, and getting access to things that just aren’t available in the market.”
First-party data, innovation and long-term partnerships were highlighted as key competitive strengths. Publishers argued they can help agencies identify new audience opportunities, develop more effective creative solutions and deliver campaigns that build consideration over time rather than focusing solely on short-term results.
The session in Manchester last week concluded with a clear call to action for agencies: involve publishers earlier in the planning process. By sharing business challenges before plans are fixed, agencies can benefit from publishers’ expertise across audience insight, data, content, creativity and effectiveness.
