Pricing for all use cases
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The issue we are trying to address
Whenever the world faces a crisis, advertisers reduce their advertising spend on news publications out of fear for being 'brand unsafe'.
Publishers lose money exactly when they need it most to continue reporting on the crisis situation. Quality journalism saves lives.
But don't just take our word for it...
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“Publishers have seen a significant drop in ad revenue as brands pull spend over concerns of appearing against news of the Russian invasion.
...once again, it has sparked criticism from the media that advertisers are failing to fund the free press.“
“70% of local newsrooms in Ukraine are running out of money because the country's advertising market has come to a halt.
...Publishers need grants now to sustain operations because the ad market has fallen 90% since the war started.“
“It’s another example of how important news is crippled and disincentivized by the judgment of social media mobs and hampered by brand safety practices.
...what often ends up happening is advertisers shy away from the risk – and valuable journalism becomes ever-more unsustainable.“
“Advertisers are pulling ads from war coverage, and it's making it hard for publishers to monetize readership spikes.
...effectively defunding their journalism even though there's little evidence brands will be harmed by advertising on news stories.“
Patrick Coffee & Lucia Moses
“Advertising may not be life or death, but the impact brands can have on global crises — positive or negative — is very real.
...without trusted, verifiable reporting on the conflict in Ukraine, the whole world would be in the dark about the crisis.“
“Russia’s war on Ukraine is forcing advertisers to think long and hard about where is and isn’t acceptable for their ads to run.
Publishers are already feeling the impact. One source in ad ops at a current affairs title told Digiday content discussing the conflict saw CPM rates down by approximately 20% compared to average.“
“UK publisher Reach says advertising demand hit by Ukraine war as brands seek to distance themselves from content linked to invasion.
...as Russia's ongoing military assault on Ukraine was significantly reducing the level of 'brand safe' content“
“The ad market is gone. Ukrainian media business relied on native advertising and programmatic revenue, and now they both are pretty much nonexistent.
Please consider helping independent media in Ukraine get to the other side of this horror. A free and independent press is critical for a free and independent Ukraine.“
