In 2020 and beyond, earned media should take priority

Advertising’s ability to reach audiences is only likely to diminish, making your ability to earn a media mention with a good story more important than ever.

In the past, most marketers chose to focus on “paid” digital marketing activities to achieve their goals.

Marketers asked: “How can I get our product or service in front of the most people in the fastest and simplest way possible?” The usual answer? Paid ads.

In 2020, marketing budgets have made a shift in allocation of funds to different tactics, and the data show quality content plays an important role in attracting and retaining attention among consumers.

Consumers are tuning out ads, both literally and mentally, and instead consuming content that is relevant to them and tells a story.

Ad blockers on the rise

In 2020, people get their news online and they want ad-free news.

According to a recent survey in collaboration with BuzzStream, 61% of people use an adblocker when browsing the web.

Here’s the thing—those same people using Ad Blockers are also willing to pay for ad-free journalism. With lots of online publishers now gatekeeping most of their content in favor of a paid model (for example The New York Times), people want to read their news ad free.

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