Page 29 - Adnews Magazine Sep-Oct 2020

Everyone is seeing signs of an upward swing from the depths — the June quarter — of the economic fallout from COVID-19 which stopped brands advertising, sent the workforce home, ended jobs for some and cut pay for many.
The pandemic has been overwhelming for all and a residue of fear about the future, about business, jobs and health, will endure.
While there are signs of a better than expected path to recovery, the world won’t be the same. Australia will be in recession for a while yet. And there will be permanent business and social changes.
The pandemic has created the homebody economy, all about shop- ping, studying, working and being entertained at home.
Investigation
That means bigger audiences for most media, including television in all its forms, radio and premium news websites, such as those run by News Corp and Nine Entertainment.
The bitter part of this expanding pie is that publishers, keeping the community informed during a crisis, are not getting a corresponding lift in advertising dollars.
The pandemic has also accelerated the shift to digital. Global numbers from News Corp show digital advertising at News Corp down only 7% in the June quarter (and it actually lifted for Dow Jones). And the general shift to digital as a source of revenue continues, with that segment more than half (54%) of News Corp advertising revenues.