Trust factor ‘vital’ for news brands says Vanessa Lyons of ThinkNewsBrands

Among the lessons learned from the pandemic was the importance of reliable news sources that could be trusted to deliver accurate information.

Vanessa Lyons has joined industry body ThinkNewsBrands as general manager. Picture: Dean Golja

Among the many lessons learned from the global pandemic was the importance of reliable news sources that could be trusted to deliver accurate information.

The public’s desire for well-researched, fact-based journalism resulted in a sharp spike in the consumption of mainstream media, as readers and viewers turned to the “brand-safety” of ­established newspapers, websites and broadcasters.

Given the surging demand for premium news content, the ensuing challenge for these media companies has been to claw back some of the advertising revenue that has drifted away to digital platforms.

While the federal government’s news media bargaining code aims to address that issue, Vanessa Lyons is also on the case.

Ms Lyons has been appointed the general manager of ThinkNewsBrands, an industry body that advocates the benefits to businesses of advertising with established news media brands, including News Corp Australia (publisher of The Australian), Nine, and Seven West Media.

“There is a perception out there that traditional news channels haven’t evolved. That is just wrong,” she said.

“Partnering with traditional news organisations can provide immediate results for businesses, as well as brand uplift.

“The trust factor is vital, along with ‘brand-safety’. It’s basically the holy grail for advertisers and businesses.”

Ms Lyons said businesses should be wary about attaching themselves to the digital platforms, not only in terms of potential brand damage, but also because of lesser financial returns.

“The shiny new toy is not always the best option,” she said.

“What is important to businesses is a safe, reliable setting that provides the strongest brand impact and ultimately results in healthy financial returns. Established news brands have all of that … as a business, why would you advertise elsewhere?”

In the coming months, ThinkNewsBrands will reveal a first-of-its-kind study into the impact of advertising in news media channels, with initial findings establishing how advertising in premium news environments leads to a strong increase in brand recall and preference.

Nicholas Gray, the managing director of The Australian and a non-executive director of ThinkNewsBrands, said: “ThinkNewsBrands plays a very important role helping marketers understand the power of advertising in trusted news media. The board is thrilled Vanessa has joined us as GM to lead this effort.”

In another top-tier marketing appointment, the Medium Rare Content Agency has appointed Nick Smith as group content director.

Prior to joining Medium Rare, Nick was CEO of BURO. Global, a digital publishing network, based in London. Before that he was prestige and lifestyle director at News Corp Australia, where he was responsible for market-leading brands including Vogue Australia and GQ Australia.