NewsMediaWorks' 'The Truth Builds Trust' Campaign to Return in 2019 After Successful Debut
NewsMediaWorks today announced that the
initial flight of its marketing campaign, 'The Truth Builds Trust',
which promotes of the value of authentic news environments to
advertisers, has generated more than 30,000 unique visits to the website
and will return in 2019.
The first of a
multi-stage campaign, created in partnership with Melbourne-based agency
Thinkerbell, 'The Truth Builds Trust' has been underwritten by
Australia's leading news media publishers: News Corp Australia, Fairfax
Media and Seven West Media, and has been prominent in the vast majority
of national, metropolitan, community and regional newspapers and news
websites.
In addition, The Guardian Australia and The Saturday Paper have become members of NewsMediaWorks and joined the fray.
The
next stage of the campaign will point to the findings of the third
ADTRUST study conducted by Ipsos that is currently in market.
The
second study, which was released hard on the heels of the Cambridge
Analytica and Facebook scandal in July, unequivocally demonstrated that
readers rate newspapers and news websites above all other media as the
most trustworthy. Further, readers asserted this trust positively
impacts their regard for advertising*.
Peter
Miller, CEO of NewsMediaWorks, declared 'The Truth Builds Trust'
campaign a success. Says Miller: "Advertisers are more than ever before
hell-bent on maximizing returns. These ADTRUST findings should be a
vital input in their media selection," he said.
"We
have experienced heavy traffic to the www.thetruthbuildstrust.com.au.
This indicates we have spiked a great deal of interest from advertisers
who, as a result of our study, are now better equipped to challenge
media plans that emphasise risky social over the sure thing of authentic
news media. The same study revealed that users of news websites
similarly rated the content and advertising as far more trustworthy than
social media, which of course has faced a series of well- documented
batterings this year. We definitely wanted to capitalise on the
well-founded doubts that users and advertisers have now formed around
the dependence on social media. It is at heart a positive campaign for
Australian news media."
"Thinkerbell found an ingenious way to use our members' newspapers and websites to tell our story," Miller said.
The
latest Q3 News Media Index, based on data collated by Standard Media
Index (SMI), revealed the continued improvement in news media ad revenue
due to the re-evaluation of news media by marketers and agencies.
