We live in an era of misinformation and disinformation, causing people to distrust what they engage with in media and on the internet.

The 2024 University of Canberra Digital News Report indicates 75 per cent of Australians are worried about misinformation, an 11-percentage point increase since 2022. Local concerns are notably higher than the global average of 54 per cent and could increase as our public landscape becomes more divisive and with Meta winding back content moderation across its platforms.

Against this tide, Australian news publishing stands as a beacon of trust in the media landscape. Fact-checked articles developed by journalists with integrity are a buttress against the less rigorous and sometimes malicious content found elsewhere.

The crucial role of marketers and media agencies

Marketers and their media agencies shape media strategies and, therefore, Australia’s media landscape. As such, their selection of media environments and support of news publishers have a significant impact at the societal and marketing levels.

Fortunately, this understanding is evident in the conversations I’ve been having with marketing and media agency leaders.

Strengthening society through public interest journalism

Our democracy and social cohesion rely on Australians' ability to obtain credible information on important topics from trusted sources. Quality journalism enables this, reinforcing community trust and engagement. Marketers and agencies that support credible news environments directly benefit society by sustaining public-interest journalism.

As Angela Smith, Co-Founder & CEO, of Affinity says, “in order to achieve that integrity, we also need to invest in it. (By) actively buying in that environment, we are supporting local journalism. And that's just so critical.”

Reaching those who are concerned about misinformation

As concerns around misinformation and disinformation grow, the news environment is becoming a strategic necessity for brands and campaigns. Data shows audiences are flocking to news as they demand trusted and reputable sources of information.

The 2024 University of Canberra Digital News Report showed strong and rising news consumption across Australian audiences. Growth in heavy news consumption (more than once a day) was particularly strong among women and Gen Z, who increased year on year by five percentage points, respectively. There was also a substantial increase in news consumption among Baby Boomers (seven percentage points) and 78+ (eight percentage points) demographics.

This is backed by research conducted by FiftyFive5, which shows that 21 per cent more people use news publishing than other channels to learn or find useful information.

Put simply, in a climate of misinformation, news audiences are growing and becoming more engaged, enabling marketers and their agencies to reach more consumers in their campaigns.

Brand safety

In addition to growing readership, more credible news environments are safer for brands because reputable sources develop the content.

Brand safety is essential and has a real impact on campaign performance.

A study by Integral Ad Science showed seven out of ten consumers are unlikely to purchase a product or service advertised next to unsafe content.

In a world where social licence can be a deciding factor for consumers, news is the kind of content advertisers can feel confident having their brands promoted within.

The halo effect of trusted environments

But it’s not just about defence against misinformation. Trustworthy news environments provide a “halo effect” of credibility to the brands and campaigns they carry.

This means the credibility of the environment supports the credibility of the advertising, making it more trustworthy, effective, and engaging, enhancing brand reputation and campaign ROI.

A study by FiftyFive5 found that advertising in Total News Publishing is considered 18 per cent more trustworthy when indexed to all other media.

As Mark Coad, CEO of IPG Mediabrands Australia, says, “it’s not just about placing an ad – it’s about delivering the message in a way that amplifies credibility.”
 

A call to action for marketers and agencies

As misinformation continues to threaten society and the media landscape, the decisions made by marketers and agencies will have an outsized impact.

By leaning into trusted news environments, marketers can help strengthen Australian society while also driving stronger results for the brands they are the custodians of.