Advertisers Keep Avoiding News Sites

Wall Street Journal: “Marketers have long been wary about running ads in the news media, concerned that their brands will land next to pieces about terrorism or plane crashes or polarizing political stories.”

“That advertising no-go zone seems to keep widening. It is a headache that news publishers can hardly afford. Many are also grappling with subscriber declines and losses in traffic from Google and other tech platforms, and are now making an aggressive push to change advertisers’ perceptions.”

“Advertisers’ aversion to news was on full display in the past election, when many marketers paused campaigns, and it hasn’t fully abated.”