IMAA and ThinkNewsBrands will launch its Publishing & News101 learning module at an in-person training and certification event, the first in the IMAA Academy’s education program to be delivered in 2024.
The e-learning module will explore the nation’s dynamic publishing and news media landscape, particularly the rise of multifaceted offerings across various platforms, including printed news, news websites, news apps, and category content publications.
The module offers participants insights into the advantages of leveraging the nation’s diverse news and publishing channels alongside essential measurement tools and strategies for planning, buying, and booking news media.
Publishing & News101 is the latest course in the IMAA Academy’s eight-part education program, which launched last year. It is a collaboration between the association and ThinkNewsBrands, the industry body for Australia’s premium news publishing producers.
The event, which launches on February 8 at News Corp Australia headquarters in Sydney, promises engaging discussions with experts such as Kerry Warren, editor, news.com.au, Paul Blackburn, director commercial data video and product at News Corp Australia, Aimie Rigas, director of audience development – Publishing at Nine, and Jakeb Waddell, sports editor, Seven West Media (WA).
Attendees will undergo group learning sessions and receive certification on completion of the Publishing & News101 module, along with other benefits, including professional portrait photos.
Moreover, the module features insightful case studies from leading brands, including Tourism NT, CommBank, and Blackmores, highlighting their successful strategies and outcomes using news publishing media.
IMAA CEO, Sam Buchanan, cited Roy Morgan research that found 20.8 million people read general news. “That’s a whopping 96% of the population. Additionally, at least 75% of Australians read category specific sections like property, sport, lifestyle and entertainment, so it represents a huge potential advertising market,” he said.
“News and publishing sites continue to be a source of truth among Australians, with many investing deep trust in the nation’s leading publications.”
“For brands, news and publishers offer unmatched reach and reliability to drive awareness, and an ability to engage audiences with long dwell times and higher mental availability. Plus, their omnichannel offering offers a depth and breadth of advertising across multiple platforms and audiences. We anticipate that the Publishing & News101 module reaffirms the importance of this sector in 2024,” Buchanan added.
Vanessa Lyons, CEO of ThinkNewsBrands, emphasised the significance of education and professional development within the industry and said: “The Publishing & News101 module underscores the importance of fostering knowledge and expertise within the media industry, empowering professionals to navigate the evolving landscape of publishing and news.”
Lou Barrett, managing director National Sales, News Corp Australia, said embracing education is crucial and the module will empower young industry professionals with valuable insights into the dynamic world of publishing and news.
“At News Corp Australia, we believe in the importance of fostering knowledge and expertise, and this initiative aligns perfectly with our commitment to continuous learning.”
Brent Stewart, chief sales pfficer, Seven West Media, added: “It’s incredibly important to us to support education and development within the industry, and to have one of our key editorial talent and sport editor, Jakeb Waddell speak on the panel at the upcoming event. We look forward to bringing this opportunity to Western Australia in 2024.”
Jo Clasby, Nine’s director of Sales – Publishing, said: “Nine has a proud history of fostering talent and helping to grow the industry, and we are honoured to support the IMAA Academy, in partnership with ThinkNewsBrands. The power of news publishing platforms, and its impact and influence through content – whether that be groundbreaking public interest journalism or lifestyle stories that resonate with a younger audience – is an important tool that can be fully harnessed through the education modules. “
Participants can access the Publishing & News101 learning module via the IMAA Academy’s all-inclusive training package, which includes access to all media course modules and Business in a Box – a training subscription offering 21 additional courses – or via individual module sign-up.