NPR, WSJ & The Guardian on how Trump’s return will impact the ad biz for publishers

Trump’s set to make his return to the Oval Office on Jan. 20 after running on a platform promising tariffs on foreign goods and mass deportations of undocumented immigrants. His history of targeting the press – threatening to jail reporters who refuse to reveal their sources and to revoke the broadcast licenses of major networks – has raised concerns among press freedom groups about the challenges journalists may face in this new term.

As the dust settles, the ad industry finds itself at an inflection point. Leading publishers like The Wall Street Journal, The Guardian and NPR now face dual challenges: securing ad revenues amid heightened political sensitivities and reinforcing public trust in an increasingly polarized media landscape.

Brand safety & political ad-adjacency concerns

The Wall Street Journal has seen firsthand that even the perceived association with politically charged content can give brands pause. “The general misconception that brands can have is that if their ad appears next to news that is perceived as negative or controversial, that readers will have a negative association with their product,” explains Jesse Waldele, senior vice-president of digital operations at Dow Jones.

However, research commissioned by Dow Jones and Stagwell suggests that these brand safety concerns may be overstated. The study found that ads running near stories on sensitive topics, from politics to crime, perform just as well as those adjacent to neutral content.

To reassure hesitant advertisers, Dow Jones launched SafeSuite, an AI-driven contextual tool that analyzes content sentiment more precisely than traditional blocklists. Waldele notes that Dow Jones starts client campaigns with a mix of both hard news and lifestyle content, optimized through SafeSuite’s targeted block list. While Dow Jones can tailor ad placements to include lifestyle sections, clients often discover the value of deeper engagement within core news areas like business and markets as their campaigns progress. “What we find is these clients quickly realize the benefits of our premium audience given how well their campaigns perform,” she adds.

The Guardian US offers a similar advantage through its premium news environment, where studies conducted by Stagwell have shown that more than two-thirds of readers view ads on trusted news sites positively. “In fact, there is a halo effect, in terms of both consumer sentiment and brand lift, that premium news environments incite,” explains Sara Badler, chief advertising officer of The Guardian US.

This aligns with The Guardian’s mission-driven identity, supported by the Scott Trust rather than billionaire backers – a distinction Badler believes builds unique credibility.

At NPR, brand safety concerns center more on maintaining its editorial integrity than on ad adjacency. The outlet avoids political sponsorships altogether, which has helped it retain a good reputation among advertisers.

“The majority of NPR sponsors have no issues being adjacent to NPR’s political coverage and they appreciate the fact that NPR does not take political advertising,” explains Gina Garrubbo, president & chief executive of National Public Media, NPR’s sponsorship subsidiary.

To further reassure advertisers, NPR uses Barometer, an AI-powered tool that ensures brand suitability for podcast ads, aligning them with advertiser standards. This approach, Garrubbo adds, has helped cultivate “an environment that’s proven to be safe for brands,” positioning NPR as a trusted refuge for advertisers seeking credibility and stability.

Maintaining credibility amid media distrust

Trump’s re-election has arrived at a time when public trust in traditional media is dwindling. A recent Ipsos global study showed that only 49% of people across 27 countries trust TV and radio, while 47% trust newspapers and magazines. In the US, trust is near a record low, with just 7% of Americans expressing a “great deal” of confidence in the media.

In response, publishers are doubling down on transparency and independence. Badler underscores The Guardian’s commitment to principled reporting, exemplified by a recent letter from editor Betsy Reed: “At this inflection point for our democracy, I wanted to reassure you that there will be no letup from us here at The Guardian. Our reporting teams are already preparing to do the vital work of holding the incoming Trump administration to account with fearless, principled journalism.”

Through its trust-driven ownership model, The Guardian positions itself as a news source free from political or commercial influence, a distinction that Badler says “continues to build trust” among readers who value unbiased reporting.

At The Wall Street Journal, Waldele credits the outlet’s credibility to its influential subscriber base, comprising “members of the C-Suite, senior investors, financial advisors and policymakers in Congress.” This informed demographic reinforces The Journal’s role as a key source of actionable intelligence, offering a highly engaged audience that advertisers especially value during politically charged periods. For more cautious clients, Dow Jones also suggests placements in less controversial sections, like arts or lifestyle, introducing them to The Journal’s premium audience without political adjacency.

NPR’s Garrubbo, meanwhile, emphasizes that NPR’s carefully cultivated sponsorship model appeals to brands who trust NPR’s rigorous approach to content. By leaning into its reputation for “handling challenging subject matter thoughtfully,” NPR provides sponsors with a unique environment where brand safety and journalistic integrity co-exist.

Navigating a fragmented digital ad market

As traditional publishers adapt to the fragmented digital ecosystem, they’re finding ways to cater to diverse audience needs while capturing revenue from new advertising channels.

The Guardian has rolled out newsletters like The Stakes, a guide through Trump’s return to power, and TechScape, a deeper look into tech trends. Badler notes that these focused offerings allow The Guardian to engage readers across different interests, from politics to lifestyle, creating targeted ad placements that drive both revenue and audience loyalty.

Dow Jones, on the other hand, takes a more selective approach to partnerships. Waldele explains that their strategy focuses on “fewer, better partnerships,” advising brands who may be wary of news placements to experiment with sections like arts and lifestyle, where they can gain exposure to The Journal’s high-value audience without the full commitment to politically adjacent content.

NPR remains in a unique position as its sponsorship model avoids direct ad placement, offering brands an association with NPR’s trusted reporting rather than ad adjacency, which Garrubbo argues “resonates with brands looking for a credible, engaged audience.”

As publishers like The Wall Street Journal, The Guardian and NPR navigate the complexities of the post-election ad landscape, they’re refining strategies to balance advertiser interests with the mission of credible, independent journalism.

Ultimately, Waldele captures the shared commitment across all three publishers: “Our newsroom will continue to inform the public with trusted, reliable information”— a mission that, for these platforms, remains steadfast even amid political and social chasms.

This story was reported jointly by Audrey Kemp and Kendra Barnett.

For more, sign up for The Drum’s daily newsletter here.