The future of news

Zealous “Brand Safety” algorithms are systematically blacklisting news content from media plans, disproportionately hurting the news industry, as advertisers back away from news over misconceptions and an abundance of caution. Stagwell, the challenger network built to transform marketing, convened a council of diverse news publications and industry leaders to develop a platform that encourages investment in news media. The “Future of News” initiative is rooted in groundbreaking research and fulsome discussions to identify opportunities for industry growth and partnership, showcasing news as an essential tool for driving successful business results for marketers.

Stagwell released its first News Advertising Study, surveying over 50,000 Americans, in May 2024. The survey uncovered that one in four US residents follow the news closely, checking it more than five times a day – a higher share than those who regularly consume sports (23 per cent), or entertainment (17 per cent). Among this group of news seekers, a consistent segment – 11 per cent of all US respondents – are exclusive news followers, meaning they do not engage with other types of content such as sports or entertainment. News is the sole media channel through which to reach this audience.
Furthermore, the News Junkie audience profile is more educated, employed at a higher rate, and registers higher earnings than the average population. Stagwell’s research replicated in the UK produced similar results.

Stagwell’s News Advertising Study proved it is safe for brands to advertise adjacent to quality news content, regardless of topic. The survey tested ads in five sensitive news contexts (coverage of Donald Trump, Joe Biden, the Middle East, crime, and inflation) and three positive or neutral contexts (sports, business, and entertainment), with results showing tested brand metrics performed on par regardless of content type.

A second wave of research, conducted among over 1,000 CEOs and board directors between December 2024 and January 2025, demonstrated that decision makers have a positive perception of advertising in news: 86 per cent think companies should advertise on news media, while 87 per cent consider it a good investment. Indicating meaningful willingness to invest more in news media, CEOs have an opportunity to promote strong business outcomes, while also encouraging social responsibility, provided they ease overly restrictive brand safety regimes. According to Mark Penn, Chairman and CEO of Stagwell, "we can turn that vicious cycle into a virtuous one – reaching new audiences while helping fill the world with quality journalism."