Funding Quality Journalism Isn’t Just Good for Democracy— It’s Good for Business.

In 2024, over 4 billion people will vote in the busiest election year on record. With major nations like India, the U.S., and the EU shaping global democracy amidst rising political polarization and misinformation, the stakes are higher than ever. 

As political division and misinformation rise, it's more vital than ever for advertisers to support traditional news and quality journalism to protect democracy and counter false information.

Recent studies, including research from Stagwell, have reinforced that advertising alongside hard news content remains brand-safe, even when topics are controversial.

In our latest study, conducted in partnership with Lumen Research, “The Power of Traditional News,” we underscore why funding quality journalism isn’t just beneficial for democracy—it’s good for business.

We uncover the significant advantages of advertising on trusted news platforms like CNN and Reuters and the impact on attention, brand outcomes, and perceptions.

The findings show that ads on traditional news sites capture more attention and drive better results, including a 77% boost in brand performance vs. soft news sites in addition to:

• 18% higher reader interest vs. lifestyle and culture content,
• 35% more article engagement, and
• 20% increased ad attention.

In this ebook, uncover why supporting journalism is essential for both brands and society.

Download now to access the insights.