Advertisers have been pulling investment from newsbrands and trusted journalism for years. The latest AA/Warc figures show that national and regional newsbrands, along with magazines, have suffered the steepest declines in adspend across all channels, while tech platforms continue to claim a growing share of the market.
However, the figures suggest this decline will slow in 2026, and this year's Media Week Awards was a successful night for many newsbrands, including The Telegraph, which took home the coveted Sales Team of the Year.
This episode of The Campaign Podcast asks whether advertisers are moving away from trusted journalism or alternatively whether newsbrands are fighting back and seeing a resurgence. James Bailey, UK chief executive of Dentsu’s iProspect, joins the episode alongside Adam Foley, chief executive of independent agency Bountiful Cow and former director of UK advertising for the Guardian as well as founder of the News Alliance, a cross-industry coalition to encourage advertisers to support trusted news and journalism.
Hosted by Campaign's tech and multimedia editor Lucy Shelley, this episode includes UK editor-in-chief Gideon Spanier and deputy media editor Shauna Lewis.
Further reading:
'Utterly ruinous': media agency boss on the impact of ad blocking on news brands
Media 360: Media industry is ‘sentencing news to death’ and ignoring its effectiveness
Majority of execs believe brand safety in news harms advertisers
Ahead of Trump's second term, Meta to scrap fact-checking on Facebook and Instagram
Mars and Unilever on 'moral and business responsibility' to improve online safety
Hosted on Acast. See acast.com/privacy for more information.
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