11/11/2020 | News release | Archived content
Ten months ago, the Newsworks insights team embarked on a mission to find out what would happen if you deprived news readers from reading their newspapers.
Little did they know that around the corner was something that would turn not just the study but the whole world on its head: the global coronavirus pandemic.
As a result, the research took on a new dimension. As news readership surged during lockdown, we looked at uncovering the change in sentiment toward news by reengaging with some of the people we had spoken to before the pandemic to see what had changed.
Recent Newsworks research indicates people can not fathom a world without news.The findings spoke for themselves. Against a backdrop of fake news, disinformation, and attacks on free speech, the study revealed the nation's value and appreciation for news increased significantly - particularly among younger audiences.
These are some of the key findings from the study:
News brands provide an environment that not only attracts large-scale audiences, but this is also a space where people are in the process of making decisions, learning new things, and debating and discussing what they consume with others.
This is particularly relevant for brands wanting to engage with those younger than 35 years old, who - according to our study - are more likely to change their opinions and, more importantly, their behaviour after reading a story.
To launch the research, we hosted an event together with the News Media Association and Society of Editors. It kicked off with an introduction to the findings by our insights director Denise Turner and the researchers behind the study. A panel of representatives from the news and agency world joined Turner to discuss and debate the results and broader themes around the importance of news and journalism.
Download the event presentation and watch the event on demand.
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Hannah Ohm Thomas is communications manager at Newsworks in London, United Kingdom. She can be reached at [email protected] or @newsworks_uk.