Time, The FT, Vox and other publishers see ad dollars flow to sustainability content after increasing climate coverage

By Sara Guaglione

Publishers that have grown their teams covering climate change and sustainability are starting to see those strategies pay off with an increase in ad dollars.

Time, The Financial Times, BBC, The Economist, Vox Media and The Washington Post have expanded their sustainability coverage areas in the last two years and each told Digiday anecdotally that they’ve seen ad growth — and not just around this year’s Earth Day.

And some strategies are recommitting to the investment.

Time is expanding its climate coverage with a new editorial franchise, special magazine issue, and dedicated hub on Time.com as the publisher sees more investment from advertisers around this content category.

About 20% of advertising dollars spent with Time is going toward the publisher’s sustainability coverage and businesses. Roughly half of that money is in the form of event sponsorships and the other half in digital and print advertising, a Time spokesperson said. The spokesperson declined to share how much this represents in raw figures.

Michelle Chong, group director at ad agency Fitzco, called that a “big number.” “But it feels right,” she continued. “We’re seeing a lot more focus on that [topic] and a lot of this type of outreach.”

The new franchise, called the Time CO2 Earth Awards, will bring in nearly seven figures among advertisers Deloitte, co-executive chair of Galvanize Climate Solutions Tom Steyer and Ralph Lauren, the spokesperson said.

Simon Mulcahy, president of sustainability at Time, declined to share the financial arrangements of those deals. Deloitte is providing insights for panels at the Time CO2 and Time100 summit, as well as sponsoring part of an upcoming Earth Awards gala on April 25 and a climate newsletter by journalist Justin Worland.

Time isn’t alone in seeing more advertiser interest in climate and sustainability verticals recently:

The Financial Times has seen about a 9% increase in advertising revenue from 2021 to 2023 from Climate Capital and Moral Money, the publisher’s main climate and ESG focused verticals, a spokesperson said, without providing exact figures.

Roughly a third of all Economist Impact deals — where the business unit provides corporations, foundations, NGOs and governments with data, research, branded content and other consultancy services — are focused on sustainability, said Claudia Malley, president and managing director of partnership at Economist Impact, in an email. Last year, Economist Impact expanded both existing and new deals with clients, she said. “Over 50% of all discussions are focused on sustainability themes and many are aligned with COP28,” Malley said.

The Washington Post credited its climate coverage with driving “some of our most significant partnerships,” Johanna Mayer-Jones, The Post’s head of global client & agency partnerships, said in an email, without naming names. Food safety company Ecolab recently paid for a campaign with The Post, including an activation in New York around Climate Week. The financial terms were not made available.

Vox Media reported internal figures that showed over 400 million views on climate and sustainability coverage in 2022. “We are seeing an influx of demand tied to opportunities around Earth Day and Earth Month, but …read more

Source:: Digiday