Going beyond breaking news

Campaign ME

16-06-2025

On the sidelines of World Governments Summit earlier this year, a fascinating discussion took place between CNN's Chairman and CEO Sir Mark Thompson and two of the network's foremost journalists, Richard Quest and Becky Anderson.
At a dinner for VIPs attending World Governments Summit, they reflected on the global news agenda at a time when the news cycle was already in overdrive with the LA fires, the inauguration of President Trump for his second term and continuing conflicts and geo-political tension around the world.
However, the conversation wasn't just about breaking news, conflict and politics; they also reflected on many of the themes that had emerged from the sessions, events and interviews that had taken place at World Governments Summit and the World Economic Forum in Davos.
Themes such as innovation, collaboration and advancements that could benefit society, culture, wellness, the environment and more. Anderson talked about covering rich stories from across the Gulf and the Middle East, and Quest gave his perspective reporting on global business.
This discussion made me reflect how in a way this conversation encapsulated the changing nature and purpose of 'news' in today's world. Yes, the brand promise of the world's foremost news organisations to cover breaking news and politics is even more important in an era of prevalent, rapidly spreading misinformation. This is why people around the world turn to CNN when it really matters. But people also turn to CNN to learn more about topics that they are passionate about, which may not be strictly defined as 'news'.
The data backs this up. According to GWI – a major global survey which looks at behaviour of 16- to 64-year-olds in 52 markets around the world – 72 per cent of CNN's audience has an interest in gadgets and technology, 68 per cent in music, 63 per cent in food and drink, 58 per cent in films and cinema and 58 per cent in cooking.
The same survey found that 69 per cent are interested in personal healthcare, fitness and exercise, 68 per cent are interested in business, economy and entrepreneurship, and 54 per cent plan to purchase a handbag, jewellery, wallet or wristwatch.
This data tells us that news networks such as CNN have diverse audiences with all kinds of passions, hobbies and interests. Therefore, it makes sense that audience expectations of a news provider go beyond breaking news and politics as they also want to hear about other topics important to them.
For years, CNN has had this commitment whether in business – where shows such as Quest Means Business have been a mainstay in the schedule – or in CNN Style, for decades a show fronted by the iconic Elsa Klensch and now a smart, video-led digital destination – or in travel, where Richard Quest, Eva Longoria, Anthony Bourdain and others have fronted travel show franchises, and CNN Travel remains a go-to hub for incredible content.
When it comes to travel, GWI data tells us that in the last year, 465 million people who consume CNN travelled on at least one business trip, and 704 million people had at least one trip for vacation. Those are incredible numbers.
Consequently, news organisations such as CNN have developed franchises such as the long-running Quest's World of Wonder and the newly launched My Happy Place – the first CNN Original to launch simultaneously on CNN US and international networks.
Such franchises are a counterweight to the news agenda and provide audiences with 'news you can use' in an entertaining and informative way.
As news organisations embark on transformation programmes, these franchises feature on different platforms to reach diverse audiences in new ways. Such content lends itself to podcasts, newsletters, social media and, of course, streaming and on-demand as well as TV and digital. As CNN accelerates its own transformation, we are seeing more touchpoints for content, bringing new angles and perspectives to audiences.
From a brand perspective, news-adjacent content provides a unique space for advertisers to reach news audiences. Data from Stagwell and others shows no negative impact to brands that advertise alongside breaking news and politics, and that avoiding doing so can threaten the sustainability of business models that enable such important news provision.
In which case, as someone who has worked in this space for a long time, I point brand partners to areas such as travel, business, sports, technology and culture.
Advertising alongside or sponsoring such content enables brands to reach audiences at scale in a premium environment. With the multi-platform approach enabled by transformation, publishers can also provide advertisers with more data, insights and attribution on the audience response to the content.
So, the next time you think of news – either as a consumer or as an advertising partner – be prepared for more than the headlines. Breaking news will always be the bedrock of a major international global news network, but news is also about life.
By Marwan Kai, CEO, MIS Gulf