By Charles Lee Mathews. In fragile democracies at risk to bad actors, advertising in journalism has never been more important say top CEOs. Brand safety has an unmistakeable impact on news media.
Misguided perceptions and excessive caution have driven advertisers to distance themselves from news content, exacerbating financial challenges for publishers. Media agencies, brands, and marketers pay a steep price for this approach: the future of news — and ultimately, South Africa’s democracy.
Research shows that CEOs across the globe respect news media and how it protects democracies, but overzealous brand safety measures are suffocating journalism, cutting off vital revenue.
Time for news media to master data
“Advertising is ultimately about client acquisition. Where modern media has fallen behind is that they have little knowledge of their readers whereas social media companies are data-obsessed and use advanced algorithms to capture and retain the attention of individual consumers. This can make advertising on social media more effective than on traditional media. So the game isn’t about content only but on individual customer insight,” says Michael Jordaan, who urges local news media to up their game to become more attractive to brands. Jordaan stepped down as CEO of First National Bank in 2013.
Meanwhile, an increasing focus on brand safety — protecting a brand’s reputation by controlling ad placements — has inadvertently dealt a severe blow to the news industry. This poses a massive danger when nation-states are politically at risk from bad actors.
“I’m a big supporter of news brands. I helped the Daily Maverick get off the ground, back in 2009 or so,” says Alan Knott-Craig Jnr, author, serial entrepreneur and founder of Fibertime. Having funded or started over 20 companies, he fiercely backs credible news media for its role in protecting democracy.
Jordaan also invested in Daily Maverick because: “A vibrant, truth-seeking media industry is a cornerstone of a healthy democracy and society,” he says.
When news thrives, brands and democracies win
Like some 1,000 CEOs and board directors across 14 countries surveyed for the Stagwell Future of News Study, Jordaan and Knott-Craig believe a thriving news industry is not only the foundation of a healthy democracy but also a critical platform for marketers and advertisers.
The Stagwell report highlights that 90% of CEOs and board directors follow the news closely, consuming an average of six articles daily. A strong majority believe news media raises awareness of critical issues (83%), positively influences society (81%), and is essential for democracy (79%). Importantly, 86% of executives say companies should advertise in news media, with 87% calling it a sound investment for reaching and influencing stakeholders.
Jordaan says this must change. “South Africa is immensely privileged to have media freedom. They uncover wrongdoing and hold power to account,” he says. “Brand association can enhance or destroy a brand. Advertise in media with high standards. They also bring the best quality customers with the highest retention rates,” Jordaan explains.
Free media, stronger governance
“News sites have to exist for all of us to have confidence that we’re getting the truth,” he says. “Not everyone has the time to fact-check claims, so we need trusted curators of information,” Knott-Craig says. He argues that independent news media is indispensable for a healthy democracy, particularly in countries like South Africa, where media freedom is a cornerstone of good governance.
“You need independent online media, particularly news media like the Daily Maverick. Anybody who lives in South Africa and wants to keep living in this country and enjoy a healthy democracy needs to support news in any way they can. Whether it’s advertising, subscription, contributions or promotions,” Knott-Craig says.
Yet, despite this recognition, the overapplication of brand safety measures continues to hurt news brands disproportionately. While 84% of executives say their organisations use brand safety measures, 57% believe it is a mistake to apply these protocols uniformly across all news outlets and content types. A striking 69% argue that brand safety measures are overapplied, ultimately hurting both media outlets and advertisers.
Support journalism that earns audience trust
As Knott-Craig puts it: “Big brands need to support emerging news publications like Currency and established sites like MarkLives.com and news media Daily Maverick. These media have built up a trusted audience and people know that whatever’s being published there has been checked and there’s professionalism in place.”
In a world increasingly dominated by misinformation and polarised content, credible news media has never been more essential. For brands, the message is clear: advertising in trusted news outlets isn’t just good business — it’s an investment in democracy.
The time for brands to act is now.
Charles Lee Mathews is a contributing writer to MarkLives MEDIA and MarkLives.com, as well as co-founder of The Writers, a writing consultancy.
