Stagwell (STGW) Expands 'Future of News' Initiative into Asia-Pacific with a Summit in Singapore in Partnership with South China Morning Post

Rhea-AI Summary

Stagwell (NASDAQ: STGW) expanded its Future of News initiative into APAC with a summit in Singapore on Oct 10, 2025, co‑hosted with South China Morning Post.

Stagwell published an APAC News Advertising Study by HarrisX surveying 9,876 adults across Hong Kong, Japan, Singapore and Vietnam. Key findings: 74% of APAC adults are news readers (avg 7.1 articles/day); 21% are "news junkies" (avg 9.4 articles/day). The study found no evidence of brand safety concerns across major audience groups and statistically insignificant differences in purchase intent by news topic, supporting brand adjacency to quality news.

Positive

• Survey sampled 9,876 adults across four APAC markets
• 74% of APAC adults are news readers (avg 7.1 articles/day)
• 21% of APAC adults are news junkies (avg 9.4 articles/day)
• Study found no evidence of brand safety concerns across key audience groups

Negative

• None.

Summit convened prominent journalists and leaders from Business Insider, CNN, South China Morning Post and more

Programming featured results from a new APAC edition of Stagwell's News Advertising Study, drawing insights from nearly 10,000 respondents in Hong Kong, Japan, Singapore, and Vietnam

SINGAPORE, Oct. 10, 2025 /PRNewswire/ -- Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, proudly expanded its Future of News initiative into APAC last week marked by a summit at the American Chamber of Commerce in Singapore, hosted in partnership with South China Morning Post. At the event, Stagwell unveiled new research conducted by its research consultancy HarrisX, examining public perceptions and the overall health of news advertising in the market.

The survey, fielded among 9,876 adults across Hong Kong, Japan, Singapore and Vietnam, builds on Stagwell's prior News Advertising studies conducted in Canada, the U.S. and UK. This regional study further reinforces it is safe for brands to advertise adjacent to quality news content agnostic of the topic.

Key Findings Include:

• 74% of APAC adults are news readers, reading an average of 7.1 articles per day.
• 21% of APAC adults are 'news junkies,' checking the news an average of 7.2 times per day and reading an average of 9.4 news articles per day.
• APAC adults are more likely to follow news very closely (21%) than they are sports and entertainment (19%).
• The research reveals no evidence of brand safety concerns across key audience groups, including News Junkies, Gen Z, Millennials, and university-educated adults.
• Among highly educated respondents, the average purchase intent for brands whose ads were placed next to news articles on global politics and crime was 66%, compared to 64% for sports and 63% for business—differences that are statistically insignificant, meaning it is safe for brands to advertise next to all of these topics.
• Among parents, purchase intent for brands whose ads were placed next to news articles on crime and entertainment was 77%, respectively, echoing it is safe for brands to advertise in these environments.

"The findings of our APAC study reinforce a consistent narrative: trusted journalism connects brands with engaged audiences and fuels stronger business outcomes, said Mark Penn, Chairman and CEO of Stagwell.

"The role of news in shaping consumer trust and brand safety is as critical in this region as it is globally, and this event gave leaders across industries the chance to engage with fresh insights tailored to our markets," said Randy Duax, Managing Director of Stagwell APAC.

Alongside the findings, the summit featured panel discussions on Why News Works for Brands and Being a Journalist in APAC Today, featuring thought leaders from news organizations including Business Insider, CNN, South China Morning Post and business leaders from regional and global companies.

Kevin Huang, Chief Operating Officer at South China Morning Post, said, "For today's marketers, the emphasis should be on a future focused on brand suitability. Brands now have the tools and confidence to choose contexts that align with their values, effectively addressing concerns about low-quality environments. The real opportunity lies in collaborating with trusted journalism to share authentic stories that resonate in the real world."

To learn more about the Future of News and explore the research, visit: https://www.stagwellglobal.com/future-of-news/ and reach out to futureofnews@stagwellglobal.com with any questions. Content from the summit will also be available for viewing on Stagwell's YouTube.

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world's most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com. 

Contact
Madison Wick
PR@stagwellglobal.com

 

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SOURCE Stagwell Inc.

FAQ

What did Stagwell (STGW) announce at the Oct 10, 2025 Singapore summit?

Stagwell expanded its Future of News initiative into APAC and released a HarrisX survey of 9,876 adults in four markets.

How large was the APAC News Advertising Study announced by STGW?

The study surveyed 9,876 adults across Hong Kong, Japan, Singapore and Vietnam.

What percentage of APAC adults are news readers according to STGW's study?

74% of APAC adults are identified as news readers, averaging 7.1 articles per day.

Does the STGW APAC study indicate brand safety issues for advertising next to news?

No—HarrisX research found no evidence of brand safety concerns across News Junkies, Gen Z, Millennials and university‑educated adults.

How did purchase intent vary by news topic in the STGW APAC study?

Purchase intent differences by topic were statistically insignificant—for example, among highly educated respondents it was 66% for politics and crime versus 64% for sports.

Where can investors or marketers view the STGW APAC research and summit content?

Research and summit content are available at Stagwell's Future of News page and on Stagwell's YouTube; inquiries can be sent to futureofnews@stagwellglobal.com.