Big picture insight studies that look at key themes and issues in the modern media landscape and the influence of newsbrands within that environment.
Coming next: an exploration of what trust really means and its importance for advertisers in media brands
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
Online mediums have had a transformative impact on news and new hybrid mediums have been created. This has changed how people relate to existing news media sources and had a profound impact on trust. Despite being some of the oldest brands in the UK, newsbrands are also arguably the ones who have best assimilated and adapted to this new world.
In partnership with the7stars, Newsworks looks at the impact of the filter bubble on brand discovery – and how brands are trapped inside and outside the bubble through over-reliance on short-term personalised targeting. The solution is to redefine what relevance means and create new moments of serendipity.
