“Content May be King but Context is Queen” – a special NewsBrands Ireland and Core event

NewsBrands Ireland #JournalismMatters agency roadshow presented agency planners with some fresh insights on the value of news publishers both in terms of content creation, audience engagement and opportunities for brands

NewsBrands Ireland brought the first of its agency roadshows to Core this morning (27 February 2020) to spread the #JournalismMatters message and discuss why “Content May be King but Context is Queen”.

Chaired by media expert Peter McPartlin, the event featured a panel discussion with journalists Roisin Ingle, The Irish Times, Kevin Doyle, Independent News & Media, and Mark Tighe, The Sunday Times, along with advertising experts Fiona Field, MediaWorks, Karen Price, News Ireland, and Doug Farrell, DMG Media.

All spoke passionately about the value of quality news journalism to both readers and to advertisers. Ann Marie Lenihan CEO of NewsBrands Ireland, spoke about how its member publishers continue to evolve and grow, constantly innovating and adding new news apps, podcasts, and news websites to their original newspaper portfolios. Collectively, their print and online news content now reaches 69% of the population every week according to TGI – reflecting the fact that they are very much are at the heart of Irish society.

The panel discussion highlighted the importance of quality news content and the role news brands play representing and reflecting society, championing truth and safeguarding our democracy.

It also examined:

– How the appetite for news is at an all-time high – people want context, analysis, and expertise from sources and journalists they trust

– Fake news, the spread of misinformation, and the relevance of reputable news sources and publishers in an age where there are so many ‘sources’ of news for consumers

– The extent to which news publishers still set the wider news agenda – the trickle effect of shaping trending social conversations and morning radio and TV shows

On the advertising side, the panel discussed whether there is a responsibility for brands and agencies to put a value on quality journalism and a brand-safe environment for clients. As well that, they discussed how, creatively, advertisers can make the most of the context or environment of Newsbrands advertising.

The panel finished up with their thoughts on the future of news with many forecasting a return to long form journalism rather than clickbait and a re-energised pride and appreciation of the value of journalism.