The World Media Group is a strategic alliance of the world’s leading media brands who are committed to promoting award winning journalism and the role of international media.

Recent News, Interviews & Articles

The Value of Trust Breakfast Briefing

Our highly successful breakfast briefing – The Value of Trust was held on 7th June 2018 and featured 2 panel discussions focusing on rebuilding two aspects of Trust: Building the Media Agency of the Future; and Post GDPR – how trustworthy is your data? To watch the videos of the panel discussions, please click on read more below.

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Our highly successful breakfast briefing – The Value of Trust was held on 7th June 2018 and featured 2 panel discussions focusing on rebuilding two aspects of Trust: Building the Media Agency of the Future; and Post GDPR – how trustworthy is your data?  Click on the videos below to watch the key points raised.

Building the Media Agency of the Future

Post GDPR – How Trustworthy is your Data?

New Analysis Shows That Quality Journalism is Winning the War on Attention

Latest figures revealed by the World Media Group (WMG), a strategic alliance of ten of the world’s leading international media brands, demonstrate the growing ‘premium’ effect that is boosting the performance of ad campaigns when viewed within a high quality, trusted editorial environment. Independent analysis from SaaS analytics and measurement firm, Moat, demonstrates that premium … Continue reading New Analysis Shows That Quality Journalism is Winning the War on Attention

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Latest figures revealed by the World Media Group (WMG), a strategic alliance of ten of the world’s leading international media brands, demonstrate the growing ‘premium’ effect that is boosting the performance of ad campaigns when viewed within a high quality, trusted editorial environment. Independent analysis from SaaS analytics and measurement firm, Moat, demonstrates that premium digital inventory (comprising digital inventory across all WMG brands) in 2017* outperforms all of Moat’s benchmarks by between 16% and 73%.

In addition, when looking at the quality of engagement delivered by WMG brands the analysis shows that there has been a significant increase in attention measures year-on-year. In particular, active page dwell time for WMG Display Desktop (average length of time the user was on the page with the window in-focus) is now 72% higher than the Moat benchmark (compared to 9% higher for the same period in 2016) and in-view time (the length of time an ad has been active and in-view) is now 51% higher (was +19% last year) – see below.

Rupert Turnbull, Vice President, EMEA & LatAm at Time Inc, a member of the WMG, explains, “Ironically, it seems that far from turning consumers away from us, the ‘Trump-factor’ has had a positive impact across the World Media Group in the past twelve months. The Moat analysis adds to the growing body of evidence that suggests consumers are not only actively searching for quality journalism on trusted sites, but also moving away from bite-sized, click-bait headlines and enjoying the long form content created by quality media brands. This is great news for advertisers who are benefiting from the halo effect of our readers’ greater attention levels when viewing our content.”

Munira Ibrahim, SVP, Sales & Content Solutions, Reuters, which has just been announced as the newest member of the World Media Group, adds, “At Reuters our passion is for providing well-researched, trusted news, written by world class journalists – and the latest Moat analysis confirms that these are values that are held strongly across the whole of the World Media Group. We are delighted to have joined the World Media Group and are looking forward to working together with the rest of the members to promote quality journalism, delivered around the world through high-spec technology.”

The WMG brands comprise Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, The New York Times, Reuters, TIME, The Wall Street Journal and The Washington Post. These prestigious titles have received over 1,000 major journalism awards, including at least 190 Pulitzer prizes, between them. In addition, WMG members also provide innovative technology to optimise digital ad delivery and viewability, such as device-agnostic solutions that ensure ads are always viewed at the appropriate size.

The in-depth results from the Moat analysis are as follows:

Measure/Benchmark World Media Group Lift Compared to Moat Benchmarks (Q3 2017)
Display Desktop active page dwell time (secs) 84.5s +72%
Display Desktop in-view rate 63.2% +17%
Display Desktop in-view time (secs) 41.2s +51%
Mobile Web active page dwell time (secs) 50.6s +26%

Mobile Web in-view rate 65.1% +39%
Mobile Web universal touch rate 20.8% +73%
Video Desktop in-view rate 71.9% +16%
Video Desktop audible and visible on complete rate 36.6% +18%
Source: Moat Q3 2017*

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Media contact: Susan Perolls at Loudmouth PR: T 020 7981 9858, M 07904 236060, E susanp@loudmouthpr.co.uk

About the World Media Group: It is a strategic alliance of the world’s leading publications which incorporates Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, Reuters, The New York Times, TIME, The Wall Street Journal and The Washington Post. Its aim is to promote award-winning journalism and the role of international media. Visit world-media-group.com.

About Reuters: Reuters, the news and media division of Thomson Reuters, is the world’s largest international multimedia news provider reaching more than one billion people every day. Reuters provides trusted business, financial, national and international news to professionals via Thomson Reuters desktops, the world’s media organisations, and directly to consumers at Reuters.com and via Reuters TV.

Opportunity knocks for publishers seeking to change ad industry narrative

Executives at The Washington Post, The Economist and National Geographic discuss Facebook, cross-publisher collaboration and the return of context. The barrage of coverage of Facebook’s fake news and data breach crises have made for unpleasant viewing inside the ad industry bubble. Rather than simply a reflecting an ecosystem in need of repair, some – including … Continue reading Opportunity knocks for publishers seeking to change ad industry narrative

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Executives at The Washington Post, The Economist and National Geographic discuss Facebook, cross-publisher collaboration and the return of context.

The barrage of coverage of Facebook’s fake news and data breach crises have made for unpleasant viewing inside the ad industry bubble. Rather than simply a reflecting an ecosystem in need of repair, some – including Unilever’s chief marketer Keith Weed – have asserted that the very fabric of the ad-funded web is under threat.

Facebook’s potential loss may translate into someone else’s gain, however. Many have pointed out the significance that newspaper groups including The Guardian and The New York Times led the investigative reporting into the Cambridge Analytica scandal, just as News UK’s The Times aimed a shot across the bows of Google with its YouTube brand safety exposé 12 months ago.

Such stories serve the joint purpose of both highlighting the weaknesses of the so-called digital “duopoly”, which has been busy hoovering up ad dollars over the past decade, as well as flexing traditional print publishers’ journalistic muscles.
The issue of award-winning journalism is one close to the heart of the World Media Group, an organisation tasked with showcasing the strengths of international media brands, of which The New York Times (but not The Guardian) is a member, along with Bloomberg Media Group, Forbes, The Wall Street Journal, The Washington Post, National Geographic, The Economist, Reuters and Time and Fortune.

Now celebrating its 20th year, the strategic alliance recently unveiled a new leadership team: Emma Winchurch-Beale, The Washington Post’s international sales director, has extended her tenure as WMG president for a second year, with support from two new deputies, The Economist’s Alexandra Delamain and National Geographic’s Stephen Murphy.

In light of moves by rival UK broadcasters to work more closely together, it is significant that three senior commercial bosses at international publishers chose to be interviewed together by Campaign – albeit before the Cambridge Analytica revelations came to light.

Winchurch-Beale claimed there is a “nervousness” among advertisers regarding the big digital platforms. “Facebook has seen a drop-off in users. There is an opportunity for publishers to break into that space. The bubble will burst, and there are other alternatives [for advertisers],” she commented.

For Murphy, Nat Geo’s brand partnerships director, brands are beginning to “wake up to the fact that it’s not a choice of Facebook, YouTube or more ‘traditional’ media”, and that, instead, they ought to be investing in a more balanced media strategy.

“The headlines are bad and there is a lot of uncertainty around brand safety and metrics. However, these issues can be addressed. The big question for marketers is around the quality of the audience. It’s one thing having a million or 10 million likes on these digital platforms, but how relevant is this engagement to your brand?” he said.

Delamain, The Economist’s senior vice president, head of sales and client services, EMEA, is even more blunt in her assessment of the opportunity presented by Facebook’s recent woes. “Regulation is on the horizon; change is coming. We need to use it to our advantage,” she said.

However, Winchurch-Beale insists the role of WMG is not to disparage the virtues of digital advertising: “I can remember when we set up WMG, it was about promoting print quality journalism. While most members still have some form of print play, it has evolved [but] as has been proven over the past 18 months with fake news, quality journalism is perhaps even more important now than 10 years ago.

“It is clear that trust has gone from platforms. [However], we need to remain at the forefront of innovation, for example with VR, and new ways of storytelling and reaching millennials. We can’t dumb down.”

Facebook’s power and reach has long offered a double-edged sword for publishers keen to push their content as far and wide as possible, but loath to lose the ad dollars vital to supporting their businesses. With Google, Apple, Amazon and Snap each also exerting influence over users’ eyeballs, Winchurch-Beale is unambiguous in her view of the situation: “We have to work with them.”
“At Washington Post, we should be all-in. We publish thousands of articles a week, and we have very much changed the way we use Facebook. It also differs editorial compared to brand studio,” she added.

Murphy agreed: “As with any challenge, this also means opportunity. Facebook is a great example – while it is an amazing advertising platform, it also gives media brands unprecedented reach. So the opportunity here is how media brands monetise it.”

Nonetheless, the conversation around the idea of context – ads appearing in premium environments, targeting the readers most likely to be reading that content – is growing louder. As Delamain quipped, “Content is king, and context is queen.”

With the European Union’s General Data Protection Regulation (GDPR) arriving next month, and the very idea of individual-level data targeting under pressure, WMG is keen to prove that premium publishers offer better returns for advertisers than the masses of cheap inventory on long tail websites.

As well as introducing The Smithsonian and ad tech firms Rezonence and Smartology as associate members, WMG last year partnered with measurement company Moat for a report exploring viewability in the era of fake news. The research supported its claims that inventory on WMG member sites exceeds Moat benchmarks in all categories, including across desktop display view rate (+17%), mobile display in-view rate (+39%) and desktop video in-view rate (+16%).

“Scale is becoming less important compared to the quality of the message, and being top of the agenda,” said Delamain.
This means a likely rationalisation of the quantity of ad-funded content players, according to Murphy, with the number having surged in recent years, as newcomers tailored publishing strategies to maximise reach on digital and social media platforms.

“There are too many ‘ad-funded’ players. It is not sustainable as most of them are loss making, funded by VC money. A small number of profitable players will emerge and succeed, with the best ones building scale via free, great content. Then they will move into part-subscriber funding for specialist information,” Murphy said.

Despite sharing much in common, Winchurch-Beale insisted an organisation such as WMG cannot “dictate” to members on issues such engagement with Facebook and Google. “It’s important to recognise that, as different brands, we collaborate in different ways. Those are commercial decisions for commercial teams,” she said.

While its members have “discussed” the possibility of shared programmatic platforms, à la The Pangaea Alliance, an initiative led by The Guardian and backed by CNN, Reuters and others, the integration of existing “strong” proprietary platforms would be too “complex” to undertake for the time being.
Nevertheless, for publishers like The Washington Post, The Economist and National Geographic, a rare opportunity has presented itself to change the narrative around advertising – notably of the digital variety. It is an opportunity the commercial leaders of these brands are determined to seize.