This is The News Effect,
a brand-new series as part of our State of the Nation initiative.
In conversation with the editors of our mastheads and our talented journalists – on The Sydney Morning Herald, The Age and The Australian Financial Review – we pull back the curtain on how they curate news for the modern reader, anchored in the latest ThinkNewsBrands 'News Nation' data.
Hear from Nine Publishing's Managing Director Tory Maguire and Commercial Director Ashleigh Thomas as they run through what to expect.
Episode Two //
The Gen Z Curator
With Lisa Muxworthy – Head of Growth Content
There’s a massive misconception that Gen Z has "checked out" of traditional news, but the ThinkNewsBrands data tells a completely different story. They are, in fact, the demographic most inclined to pay for a news subscription.
Prefer to read?
Episode Two //
The Gen Z Curator
With Lisa Muxworthy – Head of Growth Content
There’s a massive misconception that Gen Z has "checked out" of traditional news, but the ThinkNewsBrands data tells a completely different story. They are, in fact, the demographic most inclined to pay for a news subscription.
Episode Three //
The Context Dividend
With Cosima Marriner – Editor, The Australian Financial Review
If you’re a brand who has been avoiding the headlines out of caution, you might be missing your biggest opportunity yet.
It turns out news journalism isn’t just safe for brands, it’s actually a superpower.
Episode Four //
The Attention Economy
With Aimie Rigas – Director, Audience Growth
Imagine your brand being remembered six times more effectively than it is right now. It sounds extreme, but the recent ThinkNewsBrands data says it's the result of ‘The News Effect’.
Episode Four //
The Attention Economy
With Aimie Rigas – Director, Audience Growth
Imagine your brand being remembered six times more effectively than it is right now. It sounds extreme, but the recent ThinkNewsBrands data says it's the result of ‘The News Effect’.
Episode Five //
The Misinformation Counterweight
With Luke McIlveen – Executive Editor, Metro Mastheads
In 2026, influence is everywhere, but integrity is rare. With Australians now flagging influencers as a significant misinformation risk, brands are starting to ask: are we building reputation on solid ground, or shifting sand?
Say hello
Let's talk about how Nine's premium publishing ecosystem can elevate your brand's impact.
READY TO CREATE? //
CONTACT //
Nine ad enquiries
