newsroom

News is not Porn, nor is it File Sharing 

Can it really be true? Are advertisers really prepared to out their glossy ads next to natural disasters, murders and fatal crashes?

In other words, news.

With ad blockers the default topic among the ad brigade right now, it looks like they’ll be taking anything they can get in the digital world.

But even before Apple trying to take a chunk out of google by including ad blocking in its latest IOS, the news desert has not been short of a John the Baptist.

The MailOnline’s US CEO Jon Steinberg was evangelising for news as long ago as last year, and, surprisingly, says ad execs were finally admitting that perhaps the world’s biggest news website, MailOnline, has got something to offer them.

Source: News is Not Porn or File Sharing — Medium

Steinberg admits:

Advertisers and agencies routinely say, “we don’t run next to news” or if their ad is running next to a natural disaster or just about any vital but unpleasant news, they call to ask to have their ads removed. When they do an advertising buy, it often comes with the stipulation, “no news!” Agencies routinely identify news as “not brand safe.”

But in recent times, they’ll take anything they can get, he claims:

We are on the cusp of an inflection point in how advertisers think about hard news and breaking news, and I wish to accelerate that inflection. Breaking and hard news is in my opinion the most societally important area of media growth, and also the most increasingly commercially valuable.

And his lonely voice in the desert may finally be getting heard.Screen Shot 2015-10-18 at 16.55.27

So maybe Kim Kardashian’s arse has finally got a use after all – as a giant digital billboard.

And that’s a start.

 

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