News publishers provide Britain’s frontline in keeping the public informed with trusted information

Keeping the nation informed is mission critical in the UK’s fight against the spread of the COVID-19 coronavirus outbreak. Trusted news brands – national, regional, local online, in print and digital first are playing a vital role in people’s lives by providing information and advice they can reply on.

News brands are finding ways throughout their publications and beyond news reports, to support their audiences with up-to-date, often inspiring information, help and advice, to get Britain on track to flatten the rising curve of infections.

Latest figures from the industry show a sharp rise in audience engagement, both on and off-line. Across newsrooms, there have been significant spikes in readership with a number reporting up to 50% increase in page view, 70% additional unique visitors and time spent per article between one and three minutes.

Last week’s global report from the Edelman Trust Barometer 2020: Special Report Trust and the Coronavirus, found that 67% of the British population are ‘getting most of their information on the virus from major news organisations’, ahead of government (34%) and social media (22%).

Yet brand safety concerns by advertisers and blunt key word blocking systems are resulting in wholesale abandonment of valuable inventory majority audiences are currently engaged with. See industry guidance for management of keyword blocking systems and processes.

The news industry has reached out to advertisers, sharing their positions and asking for brands to recognise their role in keeping the country’s information channels online and in print.

News UK Chief Operating Officer David Dinsmore said: "We are the fourth emergency service: providing news, analysis, information and advice in a rigorously-researched and curated fashion that helps keep millions of people across the country safe during this crisis. We also provide a unique vehicle to allow the government and other advertisers to get their vital messages out to the country. Clearly, this is not possible on the ad-free BBC while in the frenzied world of social media, advertisers have no idea if their message will appear alongside myth or fact. Our newsrooms, digital partners, printers, drivers, wholesalers and retailers are working around the clock to provide a vital service for our readers and safe environments for our advertising partners."

Nick Hewat, Commercial Director, Guardian News & Media said: "Brand safety is a phrase that only took on meaning after The Times revealed that brands were inadvertently running against content like terrorism videos on You Tube. Somehow, it extended to previously considered benign areas like politics. Interestingly for an industry that claims to work on evidence, there is no evidence that advertising sitting alongside "hard news" has any negative impact on the brand itself. However, advertisers didn't want to take the risk that this could be an interpretation of their placement, so they used technology companies to block it. But even if this was a real concern, the coronavirus is different. I haven't met anyone who is pro-virus. This is the world's story, it is where the attention is and it is where the audience is. Blocking it, while the same advertisers are running campaigns on radio and social media - where all the chat is about the virus - is inconsistent, to say the least. And of course, not every coronavirus story is about death and despair; most are about information and comment, and there are lots of stories showing the human spirit at our best. 

“Brand safety has always been a contentious issue for publishers, and it has cost us millions. We are responsible, we routinely take down ads on content about natural disasters or terrorist attacks. Publishers also believe that they are the only ones who are punished, in an advertising sense, for reporting and distributing the news that society desperately needs. The system needs an overhaul, the technology needs improving. The term "Manchester" is still a blocked keyword for many advertisers on the Guardian website, despite that terrorist attack occurring in 2017.”

Andrew Morley, Chief Digital Revenue Officer, ESI Media, said: “Audiences are soaring across our industry because news has never been more important. People are turning to trusted publishers for information, reassurance and inspiration. 

“I’m certain that this situation has only come about because the tools being used promise accuracy and precision but in reality are very crude. Not because advertisers have suddenly made a decision that highly engaged and valuable audiences are suddenly squeamish about seeing ads next to hard news stories

“Advertisers are being isolated from the very people they will need to support them when the crisis is over.

Ivan Markman, Chief Business Officer, Verizon Media, said: “In this global crisis, the demand for trusted content is stronger than ever. At Verizon Media, we have seen 80% growth in traffic across our ecosystem.

To that end, we are investing significant resources in critical news and information across our brands - including Yahoo, HuffPost and TechCrunch - to ensure that people can stay informed during this unique challenge. Globally, we keep nearly 900 million up-to-date with accurate and reliable information, all in a brand safe environment, making our news content an attractive destination for any advertiser.”

News Media Association deputy chief executive Lynne Anderson said: “As the main source of trustworthy news and information, news brands have a critical role to play in helping the public understand and respond to the challenges posed by the coronavirus epidemic. It is essential that the industry is fully supported at this time so that it can continue to fully perform this vital function.”   

Newsquest chief executive Henry Faure Walker said: “Highly trusted local news brands have a crucial role to play in the fight back against the coronavirus. They provide an effective channel for important public health information to reach the public and campaign on behalf of the communities they serve, and they provide a powerful boost to local businesses at a time when they need it most.

“It is vital that all stakeholders – in particular Government and the advertising community - do everything they can to support local news brands so they can continue to perform this vital function.”

Rounding up news brand initiatives to serve valuable content at the point of need

The Daily Telegraph

On a daily basis, the news brand offers readers a ‘Global Health Bulletin’ and hosts new lunchtime Q&As and conference calls with newsroom experts. Every weekday, podcast enthusiasts can enjoy ‘Coronavirus: The Latest’ and there is also updates available via a Telegraph WhatsApp group. 

This week, the focus has been on ‘Bringing Britain Together’ ensuring people pull together while staying apart. To encourage this social connectivity a new interactive platform, You Are Not Alone, has been launched, providing readers with a metaphorical space to gather, a place to debate and a forum to celebrate the very best of British ingenuity and grace under fire.

The Guardian

In addition to reports, Q&As and live blogs, the publisher’s popular Science Weekly podcast will operate an extra weekly episode about the latest coronavirus news, focused on offering insights and advice to listeners at home and abroad.

Explainers have also proved useful to readers. The first explainer published mid-January is still the second most-read individual story published on the website, shortly followed by the video explainer on The Guardian News YouTube channel. 

Daily Mirror

The Daily Mirror provides readers with a daily Q&A, as well as a newly launched daily newsletter with the latest updates. Dr Miriam Stoppard provides health advice and daily charts explain the infections rates around the world visualising the global impact.  

For older readers, veteran Mirror reporter Paul Routledge is boosting morale and video explainers, while platforms such as TikTok help the Daily Mirror reach younger audiences. Other online initiatives include a Twitter call-out for reader questions to be answered by certified experts.  

Lastly, many Reach titles, including the Mirror, will be embedding widgets created by hyperlocal In Your Area platform which allow readers to get local information based on their postcode, for example, number of cases near you. 

Evening Standard

As people in the country’s capital work from home, the news brand has been publicising its app, which allows audiences to catch up with breaking news and view the full print edition on their phones or tablets. To keep people up to date with what is going on, its website has a whole coronavirus section with the latest news and a live blog.

i

Along with tips on self-isolating and explainers on how to check whether you are showing symptoms, the i is providing readers with a live blog on its website and posting continuous updates via its Twitter profile

Keeping readers entertained during the coronavirus outbreak, editor Oly Duff writes about how the news brand will be making tweaks to the regular format by reducing the culture agenda and focusing on books, games and learning – requests welcome. Thursday’s i for example will feature a four-page games and crossword pull-out.

The Times

Editorially, the publisher is producing explainer pieces with the top questions people are searching for on Google; data visualisations of the spread in the UK; science editor Tom Whipple has in-depth stories on the race to find a vaccine or the impact on children; and T2 is providing advice how to work from home with your partner and diet and exercise plans. 

Via dedicated coronavirus newsletters every morning a 7 am, readers are kept informed by the key stories at home and abroad and what it means to their families. 

On audio and already number one on the Apple podcast charts, The Times’ ‘Stories of our times’ podcast launched on Monday focusing on the coronavirus. 

The Sun

Online, the news brand has dedicated a whole section to coronavirus which features a live blog and stories from editorial teams such as tech, showbiz and sport. In print, the classic page three has been transformed into what the PM has asked Brits.  

Sending best wishes to NHS heroes, the news brand has launched an ‘I <3 NHS’ campaign encouraging to send their love, thanks and gratitude to iloveNHS@the-sun.co.uk

The Independent

The digital news brand is providing readers with a live blog and continuous updates via its Twitter feed. On its website, the ‘Indy/Life’ section provides information on helping the elderly, the importance of handwashing and supermarket rationing. Finding it hard to find something to watch on TV? Check out 39 hidden gems to stream while self-isolating

Daily Star

The paper’s top stories cover the coronavirus and the impact it is having on the different parts of society. To keep people who are at home entertained, today’s (Wed 18 March) edition of the newspaper includes a massive puzzle pull-out. 

Daily Express

The Express, as with the other Reach nationals, have just joined the newspaper delivery service offering readers 12 weeks free delivery, as well as alternative options such as the app and tablet edition. There is also a dedicated section on the website featuring everything from data visualisations of the outbreak to live footage of supermarket hoarding.  

In the paper, they’re going beyond the essential medical info and ensuring that their readers keep their morale up - printing reader stories of community spirit, random acts of kindness, and simple tips for getting through the crisis. They’ve also upped the size of their puzzle pull-out section to 8 pages to keep readers engaged.