The Pew Research Center recently released a report detailing the opinions of Black Americans on how poorly they are represented in the news media, and a lack of access to clear and “fair” reporting among news outlets. As someone who follows brand safety issues, this is no surprise to you, as supporting quality journalism and being more inclusive are key themes in the discussions around media responsibility. What is interesting here is that through Pew Research Center, we can begin to dimensionalize the impact - and the emotion around biased, if not low or unfair coverage.
BSi continues to push the virtues of quality news - and the support of local news. Pew makes it clear the Black Americans, like other diverse communities rely more heavily on local news, and the local issues, that more concretely impact their day to day lives.
So when we take that all together, news can:
- Be used to support the ideals of democracy - and a fair and open approach to reporting on key issues affecting the social discourse
- Be used to show support of diverse populations - and ensuring that the content important to them is actually available (and not closed for lack of support!)
- Increase your efforts for inclusivity of diverse communities in your media buys
- Place a social premium on well vetted news and fund news that is fair, truthful, and credible
- Increase your audience reach at reasonable cpm’s by widening your buy parameters and adjusting keyword/blocking & suitability parameters
Simple and straightforward, news is an important part of a real functioning society, and when used correctly, a way to educate the public about harmful and or unhealthy circumstances at plat in society. It is good for all reasonable people, so review you stance on news as an inventory source, oust keywords that inhibit you from showing support of diverse communities/issues, and widen your appeal as a brand by supporting the original form of media that helps us keep important issues in our consciousness.