From ambiguity to trust: Building connections in news media advertising

Successful news media sales go beyond viewing clients as numbers. Building meaningful connections is critical to understanding their perspectives, motivations and challenges. True partnerships are formed by showing empathy and demonstrating, ‘I understand your world, your pressures and your goals.’”

Richard E. Brown, chief growth and innovation officer, Wisconsin Watch

Sales in news media can be challenging. The product is complex — sometimes triggering emotional or divisive responses — and often lacks universal appeal across all demographics. Despite its importance, advertising in this realm isn’t an exact science. It remains subjective, requiring sellers and buyers to navigate comfort in ambiguity. In a world craving certainty, the misunderstood and underutilized options in traditional advertising can feel outdated and disconnected from today's audiences.

That said, the complexity and intangible nature of news media sales, while challenging, present unique opportunities. Navigating the depth and diversity of this medium allows sellers to craft tailored solutions that align with clients’ missions and values. Unlike simple products that meet basic needs, news media creates connections that engage audiences emotionally, intellectually and socially. Sellers can leverage this multifaceted platform to build narratives that resonate with clients’ broader goals.

Mitigate risk to build trust

A common challenge in news media sales is the temptation to focus on features and benefits, making the product the center of conversations. Highlighting a product’s strengths is important, but in news media, which comes with preconceived notions and historical context, this approach can seem self-promotional and may undermine its value. A clear value proposition in news media isn't an obstacle but a chance to innovate and differentiate. Sellers who embrace this complexity and reflect the medium’s mission become trusted advisers rather than mere transaction facilitators, fostering lasting relationships rooted in shared values and genuine impact.

The real skill lies in showing how your offering mitigates risk, providing stability and foresight in an unpredictable market. Successful strategies highlight solutions that resonate with client needs and position the seller as a trusted partner. For instance, in markets where audiences are increasingly worried about keeping up with rising living costs, news organizations can partner with advertisers who offer job training programs, upskilling courses and certification programs. This collaboration helps the community and solidifies your platform as a trusted resource that mitigates risk for both clients and audiences. Connecting audiences with resources that tackle their financial concerns transforms your offering from a product into a trusted solution, fostering partnerships built on shared goals and mutual support.

Leverage relationships and authentic ad copy

Successful news media sales go beyond viewing clients as numbers. Building meaningful connections is critical to understanding their perspectives, motivations and challenges. True partnerships are formed by showing empathy and demonstrating, “I understand your world, your pressures and your goals.” This positions you as a trusted partner who fosters impactful conversations and reinforces trust. Tailoring your product to client needs and aligning it with their goals requires active networking, staying ahead of industry trends and nurturing relationships. Clients seek partners who bring valuable insights and address pain points with strategic support.

Ad copy is a powerful tool for fostering these connections. Once the heart of newspapers, great ad copy challenged norms, evoked strong responses and told stories that resonated deeply. As the industry shifted to data and metrics, campaigns lost their narrative strength, sacrificing creativity and authenticity. In today's information-saturated market, audiences crave authenticity. Modern ad copy should spark curiosity, reflect genuine experiences and balance creativity with sincerity. This approach transforms ad copy from a simple promotional tool to an essential element for trust and engagement, positioning sellers as trusted partners in impactful media sales.

Empower clients through ownership

A key component of successful sales is giving clients a sense of ownership. The Endowment Effect shows people value things more when they feel ownership. When clients become active participants instead of observers, they see the product as “theirs” before a deal is made. Foster this by encouraging dialogue, inviting feedback and creating tailored solutions that align with their vision. Position your product as a collaborative effort, empowering clients as co-creators in their success.

This approach builds buy-in and loyalty. Clients invested in shaping the product are more committed to the outcome. They aren’t just purchasing a solution; they are part of a shared vision. Businesses that prioritize customer involvement see higher satisfaction and retention. Valued clients who see their input reflected can move from transactional relationships to genuine partnerships built on respect and shared goals. Involving clients as co-creators ensures the product meets their needs, driving better results and strengthening trust and commitment for all.

Navigating the complexities of news media sales requires embracing change as an opportunity to innovate and build deeper connections. To thrive, sellers must shift from feature-focused strategies to approaches prioritizing relationships, client needs and shared values. Position yourself as an adviser by understanding client missions and pain points, elevating your role to a trusted partner. Craft tailored solutions and communicate value by showing how your offering solves client problems, aligns with their goals and mitigates risk. Build genuine relationships through active networking, listening and empathy, proving you understand their world and are invested in their success. Turn the complexities of news media sales into an advantage, meeting the demand for authenticity and connection and transforming ambiguity into a clear foundation for trust and growth. In a world seeking certainty, be the partner who leads with confidence, insight and commitment.

Richard E. Brown is a monthly columnist for Editor & Publisher and contributing writer for Digital Content Next. He currently serves as chief growth and innovation officer for Wisconsin Watch. Previously, he held positions at LPi, Milwaukee Journal Sentinel, Gannett and The Daily Beast. He also serves on the foundation board for the Wisconsin Newspaper Association, is a revenue coach LION and for the emerging news leaders' program for CUNY, and is the finance chair for NABJ-Milwaukee.