There has been significant noise globally about the pressure that both print and digital publishers are facing. Platforms such as Google and Facebook are increasingly taking the bulk of adspend, both locally and abroad. Newly appointed head of the Interactive Advertising Bureau (IAB) SA’s Publisher Council, Marc du Plessis, considers it his mandate to make local publishers aware of new revenue opportunities and, importantly, to convince local advertisers and agencies to invest their money locally and become aware of the value this will bring to their brands. The IAB is a member-driven organisation that promotes digital growth. Du Plessis, joint CEO of Spark Media, says adding to the challenges facing local publishers in the current operating environment is the issue of fake news. Fake news, he says, is generated for two reasons. The first is to shape or change opinion, which is usually for political purposes and aimed at highlighting stereotypes. “This is about ‘hacking the news’,” ...
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