The latest research, trends and insights on the news and magazine audience for marketing and advertising professionals

The News/Media Alliance is pleased to provide the 2023 Market Report: News and Magazine Media: Providing a Trusted, Brand Safe Source for Reaching Engaged & Influential Audiences. The Market Report provides updated research trends and data points that highlight the continued enthusiasm for news and magazine media, as well as the strong credibility and trust news and magazine media enjoy with their readers. The Market Report’s insights on readership and audience preferences aid news, magazine and advertising professionals in their collaboration and enhancement of their advertising efforts.

The Market Report, published by the News/Media Alliance, represents many of the largest and most renowned brands in the magazine and news publishing industries, representing over 2,200 print and digital publications in the United States and globally, and over $40 billion in annual revenue.

News/Media Alliance members:

Access the Market Report – member login required.*

Non-members / Agencies:

If you are not a member of the Alliance, but you are interested in requesting the 2023 Market Report, please submit a request here for consideration to receive a copy.

* If needed, you can reset your Alliance password here. Please email membership@newsmediaalliance.org if you require assistance or have any questions.

Related resources:

View the press release on the 2023 Market Report here.

The post 2023 Market Report appeared first on News/Media Alliance.

It’s a new year, which signifies new beginnings, a fresh start and the setting and attaining of new goals, both personally and professionally.

As you are charting your plans for 2020, as a news industry professional and as a member of the News Media Alliance, remember to utilize the Alliance’s many resources, products and programs available to aid you in your day-to-day activities and to help make your life easier! To learn how you can be leveraging these resources, read on and then click through to launch each program.

The start of the new year is also a good time to review your email preferences and make sure you’re subscribed to our most relevant email newsletters. We launched a few newsletters in the last year that you we think you’ll find useful! Scroll down for more information about the email newsletters we offer for members.

Now, on to the goal-crushing!

Alliance Website and Social Media Channels

Have you browsed our website lately? The Alliance website, www.newsmediaalliance.org, offers a wealth of content on industry news, trends and events, as well as updates on our digital advocacy and public policy activities and new research insights for members. In addition, members will find reports; press statements; free house ads and PSAs; webinars and events; and more. It is a treasure trove for the news industry pro! Note: You’ll need to login to access the member-only resources – email membership@newsmediaalliance.org if you need password assistance.

We also recommend that you Like and Follow us on the major social media channels as well, as we communicate timely industry news and updates, as well as information about new products and upcoming events and webinars, daily via our social media channels. Find us on Facebook, Twitter, LinkedIn, YouTube and Instagram.

Advertising Intelligence Center:

The Advertising Intelligence Center (AIC) is an online database of case studies from fellow news publisher members highlighting best practices of their successful advertising campaigns. The AIC contains new ideas and approaches, with accounts of strategies that really work, including case studies from fellow Alliance members — such as Hearst, GateHouse Media and AH Belo — that showcase these ideas and strategies and provide valuable insights and in-depth context on how they executed them successfully.

Browse all of the case studies or apply filters to see the cases sorted by challenge, geography or retail sector. Results are displayed in real-time. Simply click on the links to download the PDFs of the studies.

We are also accepting new case studies and encourage you to submit your success stories to us for inclusion in the AIC! Access the AIC here – member login required.

Advertising Planning Calendar:

This Advertising Planning Calendar provides a schedule of News Media Alliance ads, along with ads provided through our partnership with The Ad Council, for your advertising department’s use in planning your advertising schedule. Included in the calendar are suggested dates for the ads to run, as well as links to access the required ad files. Click here to access the Ad Planning Calendar.

News Impact Project:

We recently introduced a new Alliance program called the News Impact Project to help demonstrate the positive impact local news has on communities. We’re in the process of assembling an encyclopedia of impactful stories that will provide compelling evidence of the critical work newsrooms and journalists are doing to drive support for local news in the form of subscriptions, donations and shares with others who will do the same.

We would love to hear about the stories you have recently produced that have been the most valuable, in terms of having a positive impact on the community. It doesn’t have to have won a Pulitzer – it just has to have had a positive impact on the community! Read more about the News Impact Project and then send us your stories to ensure your journalism is included in the encyclopedia!

News Advertising Panorama:

A fact-packed resource that is very useful for all news industry pros, the News Advertising Panorama should definitely be added to your bookmarks, especially if you work in sales, marketing or advertising. The News Advertising Panorama: A Wide-Ranging Look at the Value of the News Audience is a comprehensive resource that highlights the benefits and advantages of advertising in print and digital news media.

The 86-page Panorama includes research and statistics from a wide range of sources, including Nielsen Scarborough, comScore, Kantar Media, the Alliance’s own research and more, to demonstrate the value of the news audience for advertisers. The Panorama elaborates on eight qualities that embody the unique selling proposition for advertising in news media, and details how news media provide the best advertising strategies and channels to reach the desired audience(s).

The guide looks at key demographics of the news media audience, such as income and education, as well as their buying and spending habits and their role as influencers in society.

Keep it handy as a quick-reference resource, or to inform your next sales call or meeting with a customer. Click here to access the Panorama – member login required.

Safe Harbor Resource Center:

The Safe Harbor Resource Center is a unique and wide-ranging repository of resources and information on the Journalism Competition & Preservation Act which, if implemented, would provide an antitrust safe harbor for news publishers to collectively negotiate with the tech platforms for better business arrangements.

The News Media Alliance has been very vocal in advocating for such legislation, which it believes is needed to address the imbalance in the news publisher-platform relationship.

Visit this page to access resources and materials related to the legislation, including the Senate and House bills and related fact sheets, grassroots campaign and Alliance press statements, videos, research and more.

Digital Advocacy Rolling Update:

This page is updated regularly with the Alliance’s activities on the Hill, as well as other updates on digital issues and activities. Updates can be viewed by month and by year. Check back regularly for the latest updates, or subscribe to receive the Digital Advocacy Updates newsletter, distributed bi-weekly – see below for more information). Click here to access the Rolling Update.

Speaking Engagements:

We have several knowledgeable subject-matter experts here at the Alliance who are available to speak at internal and external conferences and events. Click here to view our Speaker Bios and find the expert you’d like to request. Or, tell us what you’re looking for in a speaker, and we will suggest one based on area of expertise and availability. Click here to send us a speaker request.

Learn with Us – Webinars and Events:

Sometimes it’s just easier to hear straight from us, so make sure to subscribe to receive our emails regarding upcoming Alliance webinars and live events (see more below on how to review and update your email preferences)! We often invite outside experts to join our webinars that can elaborate on research and trends and offer unique perspectives and innovative solutions. Can’t make a webinar? Don’t worry! We record our webinars and provide links to the recording, along with the speaker slides, on the event page shortly after the webinar so you can watch when you have time. Click here to view our upcoming events.

Our signature in-person event, adXchange, is coming up on February 24-25 in Ft. Lauderdale, FL, so be sure to register now if you’re thinking of attending! This time-and-cost-saving event allows news publishers to have private one-on-one meetings with advertisers and agencies. Alliance news publisher members attend at no charge, but you must register to attend. Click here for more information and to register.

Email Newsletters:

One of the main ways we keep our members informed about what we’re working on, as well as news and insights pertaining to the industry, is through our regular email communications.

The start of a new year is the perfect time to review your email preferences to make sure you are subscribed to the emails you want to receive, including our email newsletters, announcements about new products and reports, advocacy and policy alerts, press releases and more.

You can edit your email preferences by logging in to the Alliance website and clicking on Email Preferences from the My Alliance home screen. Likewise, you can click “Update your preferences” at the bottom of any Alliance email to edit your preferences.

If you need your login information sent to you or have questions about which newsletters you’re signed up for, please contact membership@newsmediaalliance.org or call 1.844.656.4622.

The post Alliance Resources to Get Started on the Right Foot in the New Year appeared first on News/Media Alliance.

Sometimes in this business, it can feel like we’re reading bad news every day. From dealing with the duopoly to tackling trust, it’s not easy to be part of the news industry. But as we approach Thanksgiving, we thought we’d look at a few of the reasons we’re thankful to be part of this important business.

1. Between 2013 and 2018, there was a 232 percent increase in digital news circulation, according to the Pew Research Center. That means more people than ever are getting our news!
2. Sixty-nine percent of U.S. adults believe the media can regain their trust, according to the Knight Foundation. That means the work we’re doing today will help us have a strong, supportive audience tomorrow.
3. Meanwhile, 27 percent of Americans have a “great deal” or “quite a lot” of confidence in newspapers, according to the News Media Alliance’s News Advertising Panorama.
4. The number of digital-native newsroom employees is up 20 percent since 2014, meaning more journalists are being added to our ecosystem every day, according to Pew’s 2019 State of the News Media.
5. Print circulars and inserts inspire action by 71 percent of readers, while coupons inspire action in 83 percent of people, according to the Panorama, and both are widely distributed by newspapers. That means newspapers are driving consumer behavior and helping local businesses.

Want more reasons to be thankful for news media? Check out some of our past posts about all the good things going on in news!

Infographic: Scary Good Facts About the News Media

CEO Column: Giving Thanks

Infographic: 8 News Media Stats to Be Thankful For

The post 5 Newsworthy Reasons to Be Thankful In 2019 appeared first on News/Media Alliance.

Each year, communications marketing firm Edelman conducts a global study to understand trust in institutions and governments worldwide. Edelman’s new study, released this month, builds on its legacy of assessing how trust impacts brands, market sectors and broader trends by surveying over 33,000 individuals in 27 different countries. While this year’s study probed less into trust in media and journalism than previous years, there are still key findings that the news industry can use.

‘Mass Population’ Increasingly Engaged with News

From 2018 to 2019, there was a 22-point increase in “mass population” engagement with the news. Edelman breaks engagement with news into three groups: The Disengaged (consume news less than weekly), Consumers (consume news about once a week or more) and Amplifiers (who consume news once a week or more and share/post content several times a month or more). The Amplifiers grew from 26 percent to 40 percent of the survey respondents, and the Consumers group grew from 24 percent to 32 percent. This is likely due to large international news stories (e.g. the political situation in the U.S. and other countries, Brexit in the UK and other political/financial stories worldwide). Interestingly, women are more likely than men to have become Amplifiers, which suggests that news organizations may want to prioritize understanding of and outreach to their female readers.

The research also looks at a group of subjects it calls the “Informed Public,” defined by Edelman as individuals ages 25-64 who are college-educated, in the top 25 percent of household income for their country, and report engagement with news and high levels of media consumption. When comparing this group with the mass population, the Informed Public has a higher overall level of trust in key institutions. Specifically, 58 percent of this group worldwide trusts the media to “do what is right.”

Trust in Traditional Tops Other Media Types

Similar to findings shared in the News Media Alliance’s recently-published News Advertising Panorama, the Edelman study shows that around the world, social media is less trusted than “traditional” media sources. In the U.S., Canada and Europe, social media is about half as trusted as traditional sources. In Asia Pacific/Middle East/Africa and Latin America, social media is more trusted than in other regions, but still lags behind traditional media by 10 or more percentage points. The high level of trust in “traditional media” continues from 2018, when trust in this channel surpassed trust in search engines for the first time in five years. Trust in “online-only” media trails traditional sources, but outstrips social media, showing that online consumers do understand the difference.

The good news for media is somewhat undercut by the finding that, in 16 of the 27 markets, a majority of the population distrusts the media. However, in nine of those markets, the percentage who trust the media increased from 2018 to 2019. The global trend was also positive, with an overall 3 percent increase in media trust. There is still work to be done; however, there are many initiatives aimed at increasing public trust in news that want to help ensure the continued upward trend.

The post Edelman Study: High Levels of Trust in Traditional Media Persist appeared first on News/Media Alliance.

Curious about the News Advertising Panorama and how to use it? We’ve answered some of your most-asked questions to help you understand this research tool and how to best utilize the information it provides, whether you’re a publisher or an advertiser. Have a question not answered here? You can view our webinar explaining the Panorama here, or reach out to Alliance Vice President of Research & Insights, Rebecca Frank, by emailing her.

What was the idea behind writing this book?

When I joined the team at the Alliance a year ago, I was tasked with diving deep into understanding the news media audience and gathering data to help change the narrative around the news audience among our industry, advertisers, and the general public. We wanted to gather facts from across the spectrum of consumer behavior, to help the industry reshape how it positions this vital audience.

How should publishers use the Panorama?

Publishers can use the Panorama in many ways, and with many groups. We anticipated when developing the book that it would be used by and with news publisher advertising directors, as well as advertiser marketing teams exploring channels through which to promote their brands.

News publisher staff can use it as a quick-reference refresher on the value proposition of advertising in print media, as well as to augment their pitches to advertisers. It is also very useful in providing precise figures on the relative impact of advertising particular products and services in news media and who that advertising will reach.

Publishers can either read through the Panorama and see the story it tells about the news media, or jump around to whatever information most serves their need at any given moment. Use the What is the News Advertising Panorama? overview on page 3, as well as the Table of Contents on page 5 to find what you’re looking for and dive right in.

The Panorama tells an important story about the value of the news media in reaching an audience, but for publishers, that story is already well-known. That’s why the Panorama is also very easy to flip through to find particular facts and figures – because we knew that not everyone would need to use the book in the same way.

How can publishers use the Panorama when talking to advertisers?

 The great thing about the Panorama is that it explores the effectiveness of the news media when trying to reach a multitude of audiences. Whether your advertisers want to reach buyers and spenders, civically-engaged citizens or educated audiences, the news media can help them reach anyone.

The Reach section of the book explores all the types of audience members news media attracts, how they engage with the news media and the products advertised. Within the Reach section, you’ll find all the information you need to know about how the news media audience shops and spends, how they engage with their community, how they’ve educated themselves and how they work and earn money – everything your advertiser could want to know about how you can help them reach the ideal audience for their product.

Where does the information in the Panorama come from?

The stats in the Panorama come from a number of reputable sources, including comScore, Nielsen Scarborough, Kantar, Gallup, Pew and, of course, the Alliance’s own research. We scoured the available research for the highest-quality statistical information about advertising in news media to compile the most comprehensive look at how the industry best serves advertisers and the community.

What are some of the biggest takeaways from the research in the Panorama for newspapers?

The book highlights eight factors of news media’s “Unique Selling Proposition,” which include Trusted Local Journalism, Advertising Effectiveness and Reach, among others. On the trust item, research consistently shows that consumers trust print news nearly twice as much as they trust information found in social media. On the topic of advertising effectiveness, we saw that 46 percent of Americans surveyed said they prefer to receive coupons in their print newspaper. And, the newspaper audience in particular consistently engages with retail ads and makes purchases in several retail categories, more so than the average U.S. adult. We have a lot of data about audience reach in the book, but in particular we saw that, in many markets, print and online news media have better audience penetration than broadcast TV, cable TV or radio.

One surprising thing you learned while writing this book:

U.S. news readers span all age groups, defying the common misperception that the newspaper audience is only composed of older Americans. As news publishers embrace digital formats, we see that younger readers are very much a part of the news audience mix.  And, the younger news audience has a higher income than the average American, which should be of interest to advertisers.

And, while it isn’t a surprise to those of us in the industry because it is an established trend, advertisers may be surprised to learn that U.S. news readers have a higher household income, education level and home value than the average American. The audience is also more engaged and influential on political issues than the average U.S. adult, and is particularly cause-driven – print and online news media consumers are nearly 25 percent more likely than the average U.S. adult to donate to charitable causes.

What should  advertising professionals know about how to use the data in the Panorama if they are new to it?

There are a ton of data available on the news audience – sometimes it can feel like there’s too much to sift through. A good approach is to start with your end goal; that is, What story are you trying to tell a potential advertiser and why? Then ask how the data can help illustrate that story. There is little value in data just for the sake of data; it is there to help you accomplish a goal by making something abstract become more concrete.

The post FAQs About the News Advertising Panorama appeared first on News/Media Alliance.

Media Contact:
Lindsey Loving
Manager, Communications
lindsey@newsmediaalliance.org
571.366.1009

FOR IMMEDIATE RELEASE

November 7, 2018

Arlington, VA – Recent research shows that, for advertisers, there’s no better audience to target than the news media audience. This research is the foundation of the News Media Alliance’s News Advertising Panorama book, released today, which highlights the benefits and advantages for marketers of advertising in print and digital news media. The inherent value of the newspaper media audience itself continues to be a huge benefit for advertisers due to its socioeconomic profile and strong purchasing history in several retail categories.

The 78-page News Advertising Panorama includes compelling research and statistics from a wide range of sources, including Nielsen Scarborough, comScore, Kantar Media, the Alliance’s own research and more, to paint a comprehensive picture of the value of the news audience for advertisers.

The objective of the Panorama is to provide advertisers with useful facts and figures on the news media audience that will encourage them to prioritize advertising in print and digital news media as part of their overall marketing strategy.

Alliance Vice President of Research & Insights Rebecca Frank explains the impetus for developing the Panorama, saying, “While the news media landscape has evolved rapidly in the past few years, what hasn’t changed is that people trust their favorite news source — and the advertisements they find there. But not all advertisers are aware of the value the news media offer to their clients, which is surprising given how strong the data really are.”

The book highlights eight features that comprise the unique selling proposition for advertising in news media, including offering a brand-safe environment where advertisers can be confident their promotions will not appear alongside inappropriate content; advertising effectiveness and trust by those making purchasing decisions; a wealthier, more-educated audience than the average U.S. adult; superior engagement by retail shoppers with ads in newspaper media; and reach to more than 136 million U.S. adult consumers, including 49 percent of adults age 18–49.

The news media industry has long provided accurate and truthful news and information, while vigilantly pursuing the people’s right to know the truth. While the mission of news media has remained steadfast, the way in which news media content is developed and delivered has evolved to meet the needs of readers and advertisers alike.

Today’s local news media company is a publisher of original content, a provider of marketing services and the go-to expert on their readers and the local community. Their solutions encompass a variety of customer-focused marketing solutions, from standard print and digital advertising to events, research and marketing services.

The Panorama details how news media provide the best advertising strategies and channels to reach the desired audience(s). The book looks at key demographics of the news media audience, such as income and education, as well as their buying and spending habits and their role as influencers in society which, taken together, make them a must-reach audience for advertisers.

Alliance President & CEO David Chavern stated, “The Panorama shows how the news media industry is uniquely positioned to provide effective advertising solutions across all manner of print and digital platforms. It tells advertisers what we already know, which is that news organizations are no longer relegated to one channel and have adapted their publications to meet consumers’ changing needs and preferences.”

Frank adds, “It may seem easier to advertise with the tech giants and social media platforms, but it is possible today for advertisers to reach a diverse, relevant audience by relying on news media partners as their primary source for advertising products and services. They’ll be able to reach their desired audience across numerous platforms, from print and digital to social media, video and audio.”

Some key findings in the Panorama:

• Consumer trust in print media is twice that of social media.
• Print newspapers and magazines are the most-trusted advertising channels among news media consumers, more than any other source.
• Consumers have a positive perception of ads in print newspapers.
• Print newspapers score high for recall and likability and are also more likely than other channels to drive reader action, with as many as 83 percent of news media consumers taking action because of printed advertisements.
• Print newspapers are the preferred source for coupons for U.S. adults.
• News media provide superior coverage of shoppers across multiple industries, reaching between 55 and 65 percent of shoppers in multiple retail shopping categories.

Frank concludes, “The most valuable asset to an advertiser is a respected and reliable partner that their audience trusts. With news media, you get that respected partner.”

The Panorama is available exclusively to News Media Alliance members on its website. Advertisers and others interested in obtaining a copy of the book should contact Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org.

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The News Media Alliance is a nonprofit organization representing more than 2,000 news organizations and their multiplatform businesses in the United States and globally. Alliance members include print, digital and mobile publishers of original news content. Headquartered near Washington, D.C., in Arlington, Va., the association focuses on ensuring the future of news media through communication, research, advocacy and innovation. Information about the News Media Alliance (formerly NAA) can be found at www.newsmediaalliance.org.

The post News Advertising Panorama Showcases Value of News Media Audience for Advertisers appeared first on News/Media Alliance.

You may already know that the news media audience is well informed — they do, after all, keep up with the news. But did you know they’re also politically engaged? 86 percent of the news media audience — or 122 million U.S. adults — is registered to vote. The news media also reach voters who are considered thought leaders or early followers, those people who are ahead of the curve on how the country will turn.

You can learn more about the engagement of the news in our one-pager below.

Want to know more? You can learn about the news media’s influence on the electorate by checking out our sources:

Research: Local newspapers still influence political opinion leaders
Study: Newspapers & the Local Political Landscape

The post The News Audience Votes — At the Polls and With Their Wallets appeared first on News/Media Alliance.