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Changing the perception of advertising alongside news with hard data
Manage episode 448533087 series 3482184
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On the eve of election day in the U.S, the number of news outlets reporting on the races is continuing to dissipate. A recent report from Northwestern University found 127 newspapers across America closed down in 2023, leaving nearly 55 million Americans with limited or no access to local news.
This continues the expanding trend of news deserts we’ve seen over the years, as now more than half of counties in the U.S. have one or zero local news outlets.
Still, the report finds there is some room for optimism. 81 standalone digital local news sites opened in 2023, increasing the total number of those sites to 740.
A persistent challenge for news publishers has been capturing advertisers dollars. Multiple recent studies are hoping to turn that tide, showing it’s safe and valuable to advertise alongside news coverage.
The latest success story comes up north in Canada, where Dentsu found some big time results for the effectiveness of local news.
The holding company's VP of performance and platforms, Fil Lourenco, shared those results with me during our conversation.
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To read the full stories included in this episode:
- Medill report shows local news deserts expanding: https://bit.ly/48E4LYa
- Most U.S. counties have little to no local news sources: https://bit.ly/48ygFT4
- US Sports Streaming 2024. Women’s Sports and Gambling Drive Viewership Gains: https://bit.ly/48zxInP
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The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH
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Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR
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