NEWS MEDIA Why consumers turn to trusted news media in times of crisis B eing in lockdown during the initial stages of the COVID-19 crisis of 2020 and during its aftermath, one thing became abundantly clear: trusted, credible and reliable information and news is more valuable to the public than ever. The uncertainty inherent in the crisis has provided unscrupulous and under-informed individuals abundant opportunity to spread false information and hysteria predominantly via powerful and all-pervasive social media. The only counter to this avalanche of fake news is a trusted, credible and healthy news and journalism sector that uses facts on which to base reporting, without fail. David Cohen, CEO of the Interactive Advertising Bureau (IAB), was recently quoted in Forbes magazine, remarking, “Never has trusted news been more important in our society. Over the past year we have seen significant growth in news consumption as we rely on news to keep us safe, connected and informed.” An IAB/Magid collaborative study conducted in the USA, named as The News Trust Halo: How Advertising in News Benefits Brands, found that advertising within an environment of legitimate and credible news is safe for brands and improves consumer trust. The research indicated that 45% of respondents were more likely to consider buying such brands and 39% were comfortable recommending these brands. More local advertising, but media needs to be vigilant about ad formats A recent Digiday Brands in Culture column reported a hyper-local media publisher, Patch, was tracking growing interest from national advertisers wanting to get in front of audiences increasingly consuming regional, state and local news. Perhaps this indicates people are coming back to their communities and are thus loyal to the brands that are there for them. But an influx of disruptive and aggressive web-advertising tactics People will always read up on something before they make a choice, whether it is an opinion or a purchase, writes JOSEPHINE BUYS. Where they read it, and how much they trust it, will become a critical and contributing factor to the publishers that will not only survive, but also thrive post-pandemic. such as loading pages with banner ads, pop-up ads and auto-play videos is irritating to consumers and slows down page loading. Patch thus took action to protect their loyal local consumers. In February 2020 Patch dissolved its agreement with the digital advertising group Taboola. This organisation auto-places and recommends third-party content at the bottom of article pages in exchange for a share of revenue. It is a low-effort revenue source many publishers have hosted on their sites, providing ongoing incremental revenue. In addition to removing this clickbait advertising, Patch also banned all pop-up videos and other technical elements that slow down page load times. Trust in news means trust in advertised brands Even big tech, notoriously hoovering up the lion’s share of ad spend, are recognising the value of trusted news sources while fighting misinformation on their own platforms. Recently Google lost an appeal against an order by France’s competition watchdog to negotiate with publishers for reuse of snippets of their content. They have since announced a $1 billion licencing fees fund, which it has called Google News Showcase, to be paid to news publishers “to create and curate high-quality content” for news story panels to appear on Google News. However, according to a recent Niemen Lab report, the funding, “spread over three years and the entire globe, is welcome – but this is PR, not a product”. Meanwhile, in a world first, Australia will become the first country to require Facebook and Google to pay for news content provided by media companies under a royaltystyle system that will become law to ensure “increased competition, increased consumer protection and a sustainable media landscape”. The reason is that advertisers are, thankfully, awakening to the irrefutable evidence that people, and readers in particular, are looking for true news. They note and support brands that deliver this trust, not to mention that advertisers can rest assured credible news publishers give them the brand-safe environment that big tech simply cannot guarantee. Ultimately, whatever sector we are in, every one of us is also a consumer. So, let’s ask ourselves, “Who do we trust to give us access to the truth?” A free press and a journalismorientated publishing sector that has supported all business with a channel to communicate, whether through editorial or advertising, is such a trustworthy source. People will always read up on something before they make a choice, whether it be for facts, an informed opinion, a recommendation or a purchase. Where and how they read it and how much trust they place in this medium remains a critical factor for publishers, whether digital or paper. Josephine Buys is CEO of the Publisher Research Council of South Africa (PRC), an industry body committed to promoting the value of read media (print and online), and creating awareness of the power of the written word and the value of an audience of readers. Local solutions for your business needs: ADVERTISING SALES HEATSET PRINTING Olav Westpal 082 789 8293 OW@sparkmedia.co.za Publishing Digital Packaging Printing Services COLDSET PRINTING Juanita Roodt 010 492 3394 Bob Pitts 072 376 8845 bobp@ctpjhb.co.za Penny de Jesus 082 305 8195 pennyd@ctpjhb.co.za
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