According to a Pew Research Center report, 96% of consumers consult different platforms per day to see the news although 75% of American adults use more traditional media and 44% do so through one or more platforms digital.

Consumers now see news as something social and almost consider it a civil obligation to share it. They need to be up to date on what happens throughout the day and access them through one or more devices. Now that online advertising investment has surpassed that of magazines and newspapers, online newspapers and other websites become a viable space for advertising campaigns.

For marketing departments, the attractiveness of the online news audience is found in their demographic characteristics, mainly men aged between 30 and 64 years with education. Another important percentage corresponds to young adults between 18 and 24 years old.

Brands want to reach young people and men who use news platforms and email more than social networks. The news websites are also a good place to connect with women between the ages of 30 and 40 with education, careers and children and with little time to be on social networks.

Women, more than men, see the news on social websites and the younger ones are more likely to post links to the news that interests them or attracts their attention. 90.4% of social media users consider that these channels are important to be up to date.

The only downside that companies can find is the volatility of the news in social media and the possibility that their advertising appears next to negative news. The way to avoid this is to include a clause that forces online publishers to remove or reposition negative news ads.