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Introduction to news brands

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The Market

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Owners	Dailies	Sundays
DMG Media
Guardian News & Media
ESI Media
News UK
Telegraph Media Group
Reach Plc
Nikkei

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Populars	Mid-level market	Qualities

The Independent is a digital only publication | The FT is not a Newsworks stakeholder

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Journalism matters

to the nation, to the people and to brands

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Journalism matters

to the nation

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70% �of people think a world without journalism would harm democracy

Source: World Without News, Office of Ideologies, Map the Territory and Tapestry 2020

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61% �agree that News brands play a significant role in making campaigns better known and more popular

Source: Come Together , Flamingo & Tapestry 2021

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News brands also shine a light on the things that matter and have played a huge role in providing more integrity and rigour to investigations and campaigns than other mediums are able to do.

They bring us together when they are upfront, honest and champion the causes of real people in society and give campaigns credibility and influence.

There are so many amazing campaigns that I could mention here which have changed lives in a positive way, however the huge fundraising efforts which the national news brands have demonstrated in response to the Ukraine crisis are a significant example of how news brands can mobile their readers into action to support vulnerable people.

Publishers across the news industry are ensuring factual information is reported and have set up campaigns to raise money and awareness for those who desperately need it, giving their readers the opportunity to support those in need.

Campaigns include

The Daily Mail and Mail on Sunday’s Ukraine appeal has been record-breaking in the speed of the fundraising and the amount of money raised by readers. With over £250,000 raised in a single day by readers, this amount has now surpassed £1.25 million in the three days the campaign has been running, adding to a £500,000 donation made by the papers’ owner and a corporate donation of £250,000. Money raised will be spent on delivering food, water, medical supplies, warm clothes and shelter.
The Sun’s campaign, is also working with the Red Cross both inside Ukraine and in neighbouring countries where refugees need urgent attention.
Campaigns for donations have also been set up by the Evening Standard, who is collecting donations for charities working on the ground. Launching the campaign alongside the International Red Cross, the ES campaign has now added Save the Children to its beneficiaries.
The Mirror has teamed up with Save the Children’s campaign
The Express has chosen to spotlight the charities Help Ukraine Emergency Appeal and British-Ukrainian Aid.
The Telegraph and the Guardian have listed other ways readers can help, including funding Ukrainian independent journalism and writing to readers’ local MP.
The Independent has restarted its Refugees Welcome campaign, calling on the government to set up a resettlement scheme to give Ukrainians fleeing invasion sanctuary in Britain. It has also called on the government to lead international aid efforts and on readers to donate money to charities working with those suffering.

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Journalism matters

to people

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Adding news brand readership to a predictive model of people’s attitudes to politics, risk and success makes it 1.8x as effective as using demographics only

News brand readership helps us to define and test our values

Source: Come Together , Flamingo & Tapestry 2021

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Journalism plays a significant role in helping us to define and test our values and shape our worldview.

In fact, we conducted some recent research which highlighted that adding news brand readership to a predictive model of people’s attitudes, measuring things like politics, risk and success, makes it almost twice as effective as using demographics only [exact figure 1.8x], highlighting the strong influence that journalism continues to have.

People turn to journalism because they need news and information they can trust, at a time where it’s harder than ever before to understand and trust what you’re hearing.

Interestingly, when asked which sources are trusted to keep people well informed about local, national and global issues, news brands consistently comes in at the top compared with the likes of TV, radio, social media, friends and family and blogs. Evidence that news brand journalism continues to be an an important window on the world.

Not surprising really when you consider that according to PAMCo, 71% of people trust the news brand that they read.

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That’s why �24 million people

read news brand content

every single day

Source: PAMCo H2 2023 (Jun’21 – Jun’23) Fused with Jun’23 Ipsos iris data| Total brand reach =National News brands

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This is why the news industry is thriving in terms of the audience and the attention it attracts.

With 24 million daily readers across the national titles, news brands certainly pack a mighty punch in terms of audience size and engagement, and unsurprisingly we saw unprecedented audience spikes across the pandemic as people’s thirst for trusted, quality content increased dramatically.

It’s worth noting that significant readership growth is coming from digital as this gives people access to news at their fingertips, every single day, in an easily accessible way across multiple platforms.

However, we shouldn’t underestimate the enduring power of the printed news product because 9 million people still read a national newspaper every single day in the UK and newsprint still leads the global agenda.

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National news brands show significant reach

Source: PAMCo H2 2023 (Jun’21 – Jun’23) Fused with Jun’23 Ipsos iris data| Total brand reach =National News brands

45m

Adults monthly

24m

Adults daily

38m

Adults weekly

Total brand reach

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News brands audiences are rising rapidly because journalism matters to people – every day, collectively and individually

And it matters more than ever - that’s why the news industry in such rude health in terms of the audiences and attention it attracts
The ability of the news to educate, inform & challenge is more needed, and more in-demand than ever
That’s why audiences are growing at an impressive speed

Total UK news brand sector (National News brands plus UK’s leading regional titles) across print & digital now reaches

24 million highly engaged readers, every day and across more channels than ever before
38 million people every week
45.0 million people every month (to put this in perspective that’s half a million more unique visitors than Facebook 44.6m and Tiktok 22.8m)

N.B. Titles included in the ‘Total UK news brand reach”

Daily Star, Evening Standard, Daily Express, i, The Independent, Daily Mail, Metro, Daily Mirror, The Sun, The Guardian, The Daily Telegraph, The Times, Sunday People, Sunday Telegraph, Sunday Times, Observer, Sunday Express, Sun on Sunday, Daily Star Sunday, Sunday Mirror, Mail on Sunday.

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20m

adults monthly

16m

adults weekly

9m

adults daily

40m

adults monthly

32m

adults weekly

18m

adults daily

Monthly

print only

Monthly print AND digital

Monthly digital only

5

million

15

million

25

million

How are people consuming their news?

Source: PAMCo H2 2023 (Jun’21 – Jun’23) Fused with Jun’23 Ipsos iris data| Total brand reach =National News brands

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…which equates to 9 million people

11m

(78%)

monthly

9m

(61%)

weekly

5m

(32%)

daily

They reach 61%

of all 18-34s weekly

Source: PAMCo H2 2023 (Jun’21 – Jun’23) Fused with Jun’23 Ipsos iris data| Total brand reach =National News brands

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The news is closer to its audience, more often, than any other medium

News brands are thriving across all platforms

2.14m YouTube subscribers

2m Snapchat subscribers

676k X (Twitter) followers

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The news is also unique in its ability to create high quality content at incredible speed and publish across multiple platforms. News brands constantly listen to and attempt to stay ahead of its audiences’ incredible thirst for ‘what’s new’ and for a coherent point of view on it.

Journalists are probably closer to their audiences than any other content creator – it is what their entire livelihood depends on.

This audience closeness is borne out not only in the quality and popularity of the content itself, but in the ability of the industry to innovate in new channels

It’s how the Guardian has managed to reach 2.14 million YouTube subscribers
How the Telegraph has grown to 2 million Snapchat subscribers (as of Oct 2023)
And it’s how the Evening Standard has 676k followers on X (Twitter)

These are outstanding examples of audience-centric innovation.

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Readers are spending a significant amount of time with news brands

Newspapers

1 hour 20 minutes

(read Mon-Fri)

Sunday newspapers

1 hour 38 minutes

(read on a Sunday)

Source: IPA Touchpoints 2023 SuperHub | Time spent reading news brands on the days people read

Digital

1 hour 4 minutes

(read Mon-Sun)

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News brands consumption on the average weekday

Source: IPA Touchpoints Wave 2 2022 +Wave 1 2023

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Journalism matters

to brands

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Campaigns using news brands increase key business effects

Source: IPA Databank study 2021, Peter Field & IPA Databank

74% more likely to deliver market share growth

Much more likely to deliver a reduction in price sensitivity

58% more likely to deliver profit

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Multi-platform users achieved the strongest business affects

Source: IPA Databank 2012-2022 UK

% of cases reporting very large effects

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Multi-platform advertisers trust has grown strongly

% of cases reporting very large growth in brand trust

Source: IPA Databank 2012-2022 UK

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Multi-platform advertisers' quality perceptions has grown strongly

Source: IPA Databank 2012-2022 UK

% of cases reporting very large growth in quality

Number of news brand platforms used

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1.4x

Dwell time for ads in hard news

Source: Neuro-Insight brain response data

Neuroscience research suggests that hard news does not damage advertiser brands

Hard News

Soft News

Average time ads are in view

For anyone out there who is concerned about the impact of investing in news brands at a time when the news is tackling some very hard-hitting subject matters, let me reassure you that evidence from neuroscience learnings indicate that there is no negative impact in terms of people’s response to advertising that is placed within a hard news environment.

Although readers know there’s a difference between ‘hard’ and ‘soft’ news, their subconscious brain responses are almost the same

And research indicates that memory, engagement and emotional response to advertising are similar in hard and soft news contexts, suggesting that hard news does not damages advertiser brands.

In fact, hard news delivers an advantage in terms of time spent on the ads which can only be an advantage.

As the brain is more actively engaged in a hard news environment and there is more likelihood of key messages being remembered.

So, advertisers that avoid the news context – whether inadvertently through blunt instruments such as keywords, or deliberately via a ban on “breaking news”, or just without knowing that it’s happening in their programmatic systems – are missing out on the real value that news brands can deliver online.

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Advertisers can benefit from �backing British journalism

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Summary

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Journalism matters to the nation

News brands provide a world view that can be trusted, championing truth and fairness, educating, entertaining, informing and inspiring people every single day.

Journalism matters to people

News brand audiences are rising rapidly, and they are thriving across all platforms with more readers than ever before across a broad demographic.

Journalism matters to brands

News brands has a unique ability to land new message at speed and scale; it provides an environment in which advertisers can attract the attention of readers, increase message retention and boost brand response.

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Back British journalism

Because journalism matters