BRAND ADVERTISING ON NEWS SITES ISN'T RISKY, IT'S ABSOLUTELY NECESSARY

Summary from the TLDR Marketing newsletter

Roughly 80M US adults closely follow the news, making them a highly desirable audience for advertisers. Studies show “news junkies” have 16 percentage points higher purchase intent than the general population and stronger trust and favorability toward brands. Yet many advertisers avoid news sites due to outdated brand safety fears, missing out on a demographic that includes most business leaders. Evidence shows ads in news perform just as well as those placed in entertainment, sports, or lifestyle content.