Modern Marketing Brand Safety Journalism

Brands4News.org creates open-source ad tools to help support crisis journalism

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By John Glenday | Reporter

June 16, 2022 | 3 min read

A group of ad execs is promoting quality journalism by compiling open-source resources that will enable brands to continue funding current affairs outlets during times of crisis.

Stack of old newspapers

An advertising collective has thrown its weight behind quality journalism with open-source brand resources

Brands4News.org is a voluntary grouping of private individuals motivated by the realization that the ebb and flow of marketing dollars is tied to crises such as the war in Ukraine and abortion rights issues in America, which force brands to halt or reduce spending whenever they rear their heads. As a consequence, the flow of revenues to news publications dries up just as their readership surges.

To negate this issue, the group has prepared a series of template display advertising banners that can host the brand assets of companies that wish to advertise responsibly. An open-source list of 27 trusted news websites, approved by The Global Disinformation Index, has also been prepared so that brands can advertise with confidence.

A further 18 Ukrainian titles in urgent need of financial support to continue their work are also supported, collectively reaching an audience of over 3 billion visitors per month.

Ruben Schreurs, the initiator of Brands4News.org, said: “Our shared conviction is that free, truthful and high-quality journalism is a vital foundation of a sustainable global society. We have delivered something we believe can help support quality journalism now, and in the future, and we hope to see brands allocate a part of their advertising budgets to this cause.”

Currently available in English and Ukrainian, the collective promise is to release more templates in other languages as the need arises.

Modern Marketing Brand Safety Journalism

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