Advertisers and agency personnel talk about the value of news – especially in regional communities – in a refreshing new series put together by Think News Brands.

Meanwhile News Corp Australia has also launched its own consumer campaign to present the role of its lead news site in the news agenda.

Interestingly, Think News Brands, which has News, Nine and Seven – but not Australian Community Media – as its remaining stakeholders, puts the case for regional news particularly eloquently.

As part of TNB’s ‘Burning Questions’ series, IPG Mediabrands Australia chief executive Mark Coad talks about the value of local content, without which “it’s almost impossible to get the sort of content and engagement opportunities that we seek.”

Coad says sustainable models for local news are incredibly important: “We want our politicians kept accountable by local media outlets. We’ve got local newsrooms setting the agenda, knowing what’s important to this country. And we don’t want those decisions left to global players.”

Another contributor is Jason Tonelli, chief exective of Zenith Media Australia. “Australian publications have been very good at talking about Australia to Australians and I think that’s something that is fantastic to see,” he says.

Group M national head of investment Claire Butterworth also points to local news’ connection with diverse communities. “In the last few years, from what I’ve seen, there’s been a huge focus from publishers on improving and creating new platforms for minorities,” she says.

ThinkNewsBrands chief executive Vanessa Lyons says by investing in news media, marketers and agencies “tap into the nation’s behaviours, passions, and interests” not only supporting the vital role of journalism in holding power to account but also build deeper connections with the Australian audience.

“As global pressures mount, the importance of diverse and authentic local storytelling becomes ever clearer.”

Free news and lifestyle editor-in-chief Mick Carroll says the News campaign – ‘If it matters to you, it matters to news.com.au’ – has been designed to keep the free website top of mind for Australians balancing busy lives while trying to stay across what’s happening locally and around the world. Editor Kerry Warren spruiks the “highly engaged audience of more than 11 million Australians” and says the campaign reflects its commitment to keeping Australians informed and entertained.

Managing director and publisher free news and lifestyle Pippa Leary says the campaign – created with inhouse agency Roller – prioritises “driving direct audiences into the brand’s ecosystem to foster deeper audience engagement, critical to the site’s success and the success of our clients.”

Pictured: Affinity cofounder Angela Smith, Mark Coad, IAG’s Michelle Klein, Claire Butterworth, Queensland Tourism & Events’ Kim McConnie, Jason Tonelli and IAG’s Michele Klein