Meet the Future of News
At Stagwell, we believe a thriving news industry is not only the foundation of a healthy democracy, but also a critical platform for marketers and advertisers. However, recent discourse around brand safety – the effort of protecting a brand’s reputation by controlling its proximity of damaging content – has disproportionately hurt the news industry, as advertisers back away from news due to misconceptions and an abundance of caution. To debunk these assumptions, Stagwell launched the Future of News Initiative, with the goal of reinvigorating the relationship between news and marketing.
Instead of feeding the vicious cycle of news demonetization that hurts quality journalism the most, advertisers should kickstart a virtuous cycle of investing in news that allows brands to reach valuable audiences and gives quality news content the financial stability it needs to thrive.”
– Mark Penn, Chair & CEO
WHAT WE DO
The Future of News Initiative brings together a coalition of news media and marketing industry leaders for fulsome discussions about the opportunities for news media, rooted in groundbreaking research. Together, journalists, publishers and brand leaders identify opportunities for industry growth and partnership, showcasing news as an essential tool for driving successful business results.
Where To Find Us:
Where To Find Us:
OUR MISSION
On September 24, alongside our partners, the Future of News Initiative published the following mission statement of the Future of News across half a dozen publications, with a goal of raising awareness and encouraging behavior change from our partners in the advertising world.
Research
In partnership with HarrisX, we created a proprietary News Advertising Study to conduct objective, quantitative research into the perception and health of news advertising.
In May 2024, Future of News launched a first-of-its-kind report exploring the impact of ad adjacency to a range of news topics on key brand reputation metrics. The study revealed ads adjacent to “not brand safe” stories performed on par with ads next to “brand safe” content, challenging the brand safety concerns driving advertisers’ divestiture from news.
In September 2024, the UK study was released at the Future of News London Summit, exploring similar themes in this unique market.
In November 2024, we released flash poll data at our Washington, D.C. Summit. At the World Economic Forum in Davos, Switzerland, we released survey data on the views of CEOs and Board Directors regarding news media.
Download
our Reports
FUTURE OF NEWS PUBLISHER SHOWCASE
NEW YORK, N.Y.
Wednesday, January 29, 2025
The next event in our Future of News series is an exclusive, single-day Showcase. This first-of-its-kind event will feature leading publishers, each presenting their unique offerings in a series of 8-minute sessions, positioning themselves as indispensable players in the industry for 2025. Attendance is limited to invitees.
OUR PARTNERS
IN THE NEWS
Questions about the data?
Want to become a partner?
Looking for a press contact?
Contact
futureofnews@stagwellglobal.com
and a leader from out team will be in touch shortly.
