IMAA and ThinkNewsBrands team up for learning module

By AdNews | 5 February 2024

Independent Media Agencies of Australia (IMAA), in partnership with ThinkNewsBrands, will launch its Publishing & News101 learning module – the first in the IMAA Academy’s education program to be delivered in 2024 - at a special in-person training and certification event this week.

Launching on February 8 at News Corp Australia headquarters in Sydney, the event will feature Kerry Warren (editor,; Paul Blackburn (director commercial data video and product, News Corp Australia); Aimie Rigas (director of audience development - publishing, Nine); and Jakeb Waddell (sports editor, Seven West Media [WA]).

Attendees will undergo group learning sessions and receive certification on completion of the Publishing & News101 module, along with other benefits including professional portrait photos. The module features case studies from brands including Tourism NT, CommBank, and Blackmores, highlighting their strategies and outcomes using news publishing media.

The e-learning module will explore the nation’s publishing and news media landscape, particularly the rise of multifaceted offerings across various platforms including printed news, news websites, news apps, and category content publications.

Participants will gain insights into the advantages of leveraging the nation's news and publishing channels, alongside measurement tools and strategies for planning, buying, and booking news media.

IMAA CEO, Sam Buchanan, says despite the ever-changing digital world, one thing that has stood the test of time is Australians’ thirst for news and entertainment, from print, to digital and apps. 

“News and publishing sites continue to be a source of truth among Australians, with many investing deep trust in the nation’s leading publications," he says.

"For brands, news and publishers offer unmatched reach and reliability to drive awareness, and an ability to engage audiences with long dwell times and higher mental availability. Plus, their omnichannel offering offers a depth and breadth of advertising across multiple platforms and audiences.

"We anticipate that the Publishing & News101 module reaffirms the importance of this sector in 2024.”

Participants can access the Publishing & News101 learning module via the IMAA Academy’s training package, which includes access to all media course modules and Business in a Box – a training subscription offering 21 additional courses - or via individual module sign-up.

Publishing & News101 is the latest course in the IMAA Academy’s eight-part education program, which launched last year.

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