The Australian media landscape has a rich history, dating back to the 1980s when the Federal Government introduced the ‘Australian Made’ logo to promote locally produced products and support local industries. However, there is a growing concern about the split between locally and overseas-spent Australian media dollars. As much as 60% of local media spend is allegedly flowing into the pockets of global tech giants like Meta and Google. This raises an important question: shouldn’t we be investing more in our homegrown media landscape? While it’s true that overseas-owned media platforms have their place, it’s essential to consider the benefits of supporting local media, particularly local news media. This not only supports local industries but also provides significant benefits to brands and campaigns. The benefits to brands and campaigns
Australian-owned media gets to know Australian audiences inside and out, making it easier for brands to connect with them in relevant ways. As Jason Tonelli, CEO at Zenith Media Australia, notes, “Australian publications have been very good at talking about Australia to Australians.” Local publishers have deep relationships with their readers and invaluable first-party data, giving advertisers an edge when it comes to targeting the right Australians at the right time. This is particularly true for local news publishers, who are the scribes of the Australian story. They write about what’s happening in this country and on topics Australians care about. As Kim McConnie, Group Executive Marketing at Tourism and Queensland, puts it, “It’s really hard to leverage other mediums to really be able to tell the richness of the characters, the people, what they do, who they are in a way that’s relevant in that moment at that time.” Local publishers offer a unique ability to connect with Australian consumers, giving brands a competitive edge. Stronger local industries and more opportunity
When media budgets stay onshore, they fuel creativity, innovation, and growth in our local media and marketing industries. Investing in Australian media means investing in jobs across content creation, marketing, media planning, and journalism. It also provides more opportunities for young media and marketing professionals and greater potential for long and exciting careers. As Michelle Klein, Chief Customer and Marketing Officer at IAG, says, “Investment in the country is so critical to economic growth and opportunity.” By supporting local media, we strengthen our entire ecosystem, benefiting individuals, businesses, and industries. A more informed and connected society
Investing in local news brands specifically supports a vibrant, secure, and resilient Australian society. With misinformation on the rise, having strong, independent news sources ensures Australians can access credible, fact-checked journalism and more trusted sources of information. This is crucial for the proper functioning of our society, the robustness of our democracy, and social cohesion. As Angela Smith notes, “It’s really important for brands to show up in a news environment and make sure that what we have now is there in the future. In order to achieve that integrity, we also need to invest in it.” By backing local media, we can build a society that values truth, accuracy, and reliable information. The choice is ours
Every dollar spent impacts the future shape of Australian media. By backing local media, advertisers and media agencies have the power to boost their own campaigns’ success, build thriving industries, and create a society we all want to live in. The decision is ours to make. To hear more from the Perspectives series, visit www.thinknewsbrands.com.au/perspectives/.
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