Publishers without a sufficiently diversified business model — and strong brand affinity — face sharp declines in revenue without reliable referral traffic. The same is true for brands’ websites and KPIs will need to change.
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Ofcom’s Media Nations findings do not truly reflect the complex landscape of our news consumption. Here’s why.
| Maria Iu
The agency turned to propensity modelling to refine its media plan in its ambition to create “emotional and personal relevance”.
Citing “no evidence provided” is a small step forward, but it could become a form of lazy journalism or, worse, a meaningless automatic response. Something more robust is required.
While younger audiences were least likely to say they consumed news brands, even older cohorts were more likely to turn to other channels for news.
Britain’s right-wing press are offering uncritical support for Trump’s immigration policies, even as they infringe on civil liberties and the rule of law. It begs the question: are the Sun, Times, Mail and Express moving to back Reform?
Could the WSJ lawsuit indicate a shifting of favour within the Murdoch media empire to another Republican as the tide goes against Donald Trump?
The rise of platforms has left brands with little insight into how their spend is used, who is benefiting from it and whether those actors are behaving responsibly.
The move towards advertising is a “natural evolution” of Substack’s business model. It could provide brands access to highly intentional audiences, but questions over brand safety are sure to be raised.
Bauer Media, Immediate Media and Netmums are working with Utiq to give brands and agencies access to their addressable audiences.