The Globe and Mail and Stagwell partnered to present the Future of News Canada Summit at the Globe and Mail Centre in downtown Toronto on September 18. The event marked the launch of the Future of News Initiative within Canada, drawing around two hundred marketing and industry professionals eager to explore how the marketing and news sectors can work more effectively together.
Forming the foundation of the conversations was in-depth original research involving over 9,600 Canadian adults, representing both English and French language speakers. This first-of-its-kind study within the news sector offered unparalleled insights into how audiences perceive ad placements in news media, effectively debunking long-held beliefs that news environments pose brand safety concerns.
Opening the event, Andrew Saunders, President and CEO of The Globe and Mail, urged marketers to rethink blocklists and ad blockers, warning that fear of brand safety risks has led to misguided avoidance of news. “The news sector at large still plays an incredibly vital role in delivering high-value, reliable information that Canadians and global citizens across the world use every day to make their own personal and business decisions,” he said.
That message carried the day. Mark Penn, the CEO of Stagwell, revealed that 22% of Canadians are “news junkies,” checking the news an average of five times per day, making them a highly engaged and influential audience that marketers can’t afford to ignore. Krista Webster, CEO of DPN Canada (Stagwell), Veritas Communications, and Meat & Produce, reinforced the point, noting the findings showed that “far from a brand safety threat, news is a powerful platform for building consumer trust and driving real business results.”
The state of Canadian journalism
The summit included two panel discussions that underscored the way that both brands and news media can benefit from a stronger partnership. The first, “Being a Journalist Today in Canada”, moderated by Chethan Lakshman, Principal, Rishi Nolan Strategies, brought together David Walmsley, Editor-in-Chief, The Globe and Mail, and Rachel Pulfer, President, Journalists for Human Rights, for a discussion on the challenges facing journalists today and the importance of safeguarding both journalists and the public.
Walmsley described journalism as “an early warning system for the democracy of our country,” cautioning that without reporters to bring important stories to light and to speak truth to power, society is left in the dark.
Referencing the study’s findings, Pulfer observed that marketers often misjudge risk, viewing social media as a safe advertising space despite its lack of duty of care, while overlooking the reliability of news outlets that undergo rigorous fact-checking and verification.
The discussion also explored strategies for strengthening the public’s understanding and confidence in news media, growing news audience numbers, and reinforcing media literacy on a societal level.
News as a platform for business and democracy
The second panel, “Why News Works for Brands”, moderated by Susan Krashinsky Robertson, Retail Industry Reporter, The Globe and Mail, concerned the misconceptions around brand safety and how to maximize advertising impact. The panellists included Rob Bradley, Senior Vice President, Digital Revenue, Strategy and Operations, CNN International Commercial; Stephen Forbes, EVP, Chief Brand, Marketing and Client Officer, CIBC; Shannon Lewis, President, Canadian Media Directors’ Council; and Mary Maddever, EVP Strategy / Editorial Director, Brunico.
The panel highlighted the news media’s role as both a business platform and a pillar of democracy, with the speakers urging marketers to consider the kind of impact they want to have. “Do you want to invest in an ecosystem that will inform society or inflame it?” Lewis asked.
Bradley criticized the blunt use of media blocking tools that disproportionately harm the news sector, and often spill over to other categories like sports, while Forbes noted the importance of key partnerships to a brand’s success. Maddever closed by stressing how partnerships expand a brand’s reach and open doors to new audiences and opportunities.
Throughout the event, the speakers reiterated the essential role of journalism to a strong and empowered society while driving home the imperative to invest in news media – not only for a healthier democracy but also to drive business success.
Key Findings from the Study:
- Canadians are just as likely to follow news as they are sports (22% vs. 21%, respectively).
- Canadians are more likely to follow news (22%) than they are entertainment (14%).
- No brand safety issues were detected among key demographic groups for advertisers, including Gen Z, moms, high earners and university-educated adults.
- Among Gen Z, the average purchase intent for brands whose ads were placed next to news articles on domestic political content was 61%, compared to 59% for sports and 61% for crime – differences that are statistically insignificant.
- Among high earners, the average purchase intent for brands whose ads were placed next to news articles on business was 69%, compared to 64% for entertainment and 67% for crime – differences that are also statistically insignificant.
Read the complete research study here.
Watch the full event recording below:
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