Reach engaged news audiences and
strengthen the communities you sell into.
Trusted, local news has never been more important. In these unprecedented times of global instability, it is truly a matter of life and death whether people have access to accurate reporting.
Yet ironically, while consumption of local news is skyrocketing across the globe and trust in local media is reaching new highs, advertisers are missing many of these audiences. As a result, revenues flowing to news producers have withered. Just when this precious resource is needed most, it is approaching what has been called an “extinction event.”
Much has been written about this catastrophe that is unfolding in front of our eyes, yet it has been difficult to tie down a solution that will help to turn this crisis around. The United for News coalition, in collaboration with the World Economic Forum, has created a win-win for brands and news: Ads for News
Brands can help in a way that also helps their own businesses. Advertising budgets can be consciously directed to support local news organizations by including local news titles into their preferred programmatic environments. Most local news organizations have not been included in programmatic buys up to now, so this expands audience reach for brands.
Including local news in programmatic buys is not only the right thing to do; credible local news environments also provide trusted context for advertising creative. A quality environment drives greater engagement and better brand response while being more cost-effective than run-of-internet placements. Purpose-driven advertising is also practical advertising. Explore our Industry News section for evidence on the effectiveness of news advertising.
Join us in this initiative to benefit the news industry while reaching valuable, local audiences.
Check out our friends at brands4news for free-to-use creative templates that can be embedded into brand’s existing display advertising. The templates, whose source code brands can put directly into ad servers, indicate that a brand is “supporting quality journalism.”