Threat of war, economic turmoil, political and social upheaval, and disinformation that can quickly spiral into conspiracy theories and division. As the world faces a pervasive crisis of confidence in an age of information overload, there has never been a more critical moment in time where trusted, unbiased journalism is so valuable. 

As trust in our institutions wanes and scepticism towards traditional information sources is growing, studies from authoritative sources like the Reuters Institute and the Edelman Trust Barometer consistently show established news brands command higher trust than the often-unregulated digital space.

This reflects a societal desire for accurate, unbiased information they can trust. As Australians become bombarded with information from multiple sources, the complexity of many issues demands a level of scrutiny and expertise often lacking in the echo chambers of social media.

This is where the rigor of professional journalism becomes essential, providing a counterweight to the dangers of uninformed certainty. Australians are concerned: 63 per cent about fake news, 75 per cent about social media misinformation (a 20 per cent surge in three years).

People are actively seeking credible sources for their news. This presents brands an opportunity to move beyond transactional impressions. A nuanced strategy, centred on alignment and authenticity, is crucial. Advertising in premium journalism is a powerful signal of a brand's commitment to credibility, intellectual engagement, and context.

The attention economy presents brands with a harsh reality: chasing fleeting reach may seem tempting, but ignoring trust and engagement incurs a heavy opportunity cost. Brands that do so risk eroding their credibility and forfeiting the chance to build lasting customer relationships.

Today's information landscape is a complex mix of insight and irrelevance, demanding a new approach. Consumers are bombarded daily by a relentless stream of messages, with more than 700 publishers and platforms all fighting for a slice of Australian attention. Simply being the loudest or chasing clicks doesn't cut it. To forge genuine connections, brands must recognise that trust and engagement are fundamental to effective communication.
 

Brand halo effect

Journalism at its best demands active participation: critical thinking, in-depth analysis. Time spent with premium journalism is longer and more focused than passive digital consumption. This means higher-quality attention for advertisers. Engaged audiences are receptive, absorb messaging, and form brand connections.  

The "halo effect," documented by Newsworks UK, demonstrates this: trust in the environment transfers to the brand. Quality journalism enhances brand image and consumer confidence. Ads in trusted news brands are three times more likely to be remembered and drive brand consideration. This is about building relationships, not chasing clicks.

Beyond the challenge of trust, there's also the crucial element of context. Nine’s mastheads are amongst the most revered in the world – The Sydney Morning Herald has been in market for 194 years; The Age for 170 years; The Australian Financial Review for nearly 75 years – and all contain journalists who are recognised for their work with awards such as Walkleys, Quills and Kennedys.  

They attract a smart, influential audience: business leaders, professionals, culturally active consumers who shape trends. They are influential decision-makers with significant purchasing power and seek information to make informed decisions. This enables brands to reach the right people in the right environment.
 

Engagement, safety, authenticity

Because our content is relevant, our audience visits frequently, engaging with diverse topics and staying longer than on other platforms. This engagement is pronounced during key cultural, national, and global events, which we are seeing with increased frequency.

Brand safety is essential. Our journalism is fact-checked, balanced, and authoritative, providing a safe space for brand communication. This commitment to quality is integral to our output, from investigative reporting to lifestyle content.

Ultimately, effective communication is cultural participation. Consumers expect brands to represent more than products and profits. Aligning with consumer values, contributing to the greater good, and demonstrating integrity are essential. Authenticity is, without question, the key to success.
 

Less is more

To ensure we are meeting this need for credible information, we use data to refine our journalism and deepen our understanding of our audience. Tools like TED and My Story provide journalists with insights to refine content, resulting in a "less but better" approach. For example, from February 2022 to February 2025, The Sydney Morning Herald and The Age published 31 per cent fewer articles but increased subscriber page views by 24 per cent.

Research indicates that 50 per cent of people believe trust in content influences trust in ads, and 60 per cent trust ads more when they appear alongside premium news content. The notion that "hard news" negatively impacts brands is not supported by evidence. Studies show brand metrics (trustworthiness, value, ethicality, quality) are similar near content about serious topics like the Middle East and crime versus lighter topics like entertainment and sport. Credible and factual content is key.

Whilst our audiences are significant and in growth, it's not just about the size of the audience, but its quality and engagement. A significant portion of our audience pays to access our content (64 per cent of our pageviews are from subscribers), demonstrating their commitment to trusted journalism and therefore delivering higher engagement. Attention matters, and our platforms deliver it.

In a noisy world, trust cuts through, authenticity connects, and alignment builds relationships. These are the new marketing imperatives.

https://www.nineforbrands.com.au/ninepublishing/