Buy Local! The Case to Save Local News from Will Phipps of Protect Our Press

Quis Custodiet Ipsos Custodes? Translation: “Who Watches the Watchmen?” This is the question posed in this week’s episode of The Media Roundtable by our guest, Will Phipps. Phipps is dedicated to charging Brands and Marketers through A&G’s initiative, Protect Our Press“. We discuss the importance of local and reasons why we must unite to support this critical part of the news media ecosystem as it struggles for survival. While journalists, aka “The Fourth Estate,” are needed to hold the powerful to account, it now falls to Corporations to support and hold this critical institution to account. 

Phipps has been in the advertising industry for nearly three decades and knows firsthand how “the proliferation of programmatic media buying is the easiest way to reach audiences at the lowest costs.” But, it’s not all upside. Yes, you now have lower CPM’s, but it comes at the expense of local media which Phipps believes is the key to bringing us back together. Local publications tend to be less polarizing and have proven their worth through the existential threat we have faced over the last year. As it turns out, only regional journalism can give you guidance through such a crisis as rules and resources vary from state to state and county to county. 

Protect Our Press is doing important work and has a clear plan that empowers marketers to take action. This episode is an eye-opener to any brand or agency not currently prioritizing support of local journalism in their media plans and is an excellent complement to the work of The Media Roundtable as we seek to advance truth and civility in media.

Listen to the Episode HERE