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Five reasons news media change behaviour

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Newspapers and news media provide trusted information
News media are the number one when it comes to trust1. When you need to impart important information, you need a credible medium: news media lead the way.

Social norms
Behavioural change strategies often rely on showing consumers what others are, or aren’t, doing. News media play an important role in helping us understand what’s going on in the world outside our immediate social circle.

News media start conversations
In an Australian research study, 63% reported having started a conversation about a newspaper article they’d read2. Providing social fuel is an important role of newspaper advertising.

News media create urgency
There is a reason it’s called the news – people turn to news media for the latest information. This in turn creates a sense of urgency. In the area of health behaviour in particular, research shows the behavioural impact of mass media, such as news, is greatest for one- off interventions like promoting vaccinations and screenings3.

News media show more detail
Within the broader marketing mix, news media are one of the most highly engaging. News media and newspapers provide the richness and depth of detail that other media can’t, and consumers come to us when they are looking for insight, analysis, and the wider story.


1. ADTRUST 2018 
2. Government Report User Manual, available at newsmediaworks.com.au;
3. Uses of Mass Media campaigns to change health behaviour” by Wakefield, Loken & Hornik

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