Independent media agencies & publishers vs the giants — are we better together?

In Australia’s tumultuous media landscape, independent media agencies and independent publishers are natural allies, yet the relationship between the two often feels underdeveloped.

While top-tier agencies have traditionally controlled the bulk of ad spend, independent agencies—valued for their agility, tailored client strategies, and innovative approach—are increasingly becoming the go-to choice for brands’ media planning and buying.

Independent publishers represent Australia’s most engaged, loyal, and high-value audiences. Whether it’s niche lifestyle sites (Executive Traveller, DMARGE), specialist news platforms (Crikey, Daily Aus), or culturally influential voices (Broadsheet), these publishers cultivate communities that trust them, interact with them, and rely on their content in ways that traditional media struggles to replicate.

Yet, despite this unique relationship and engagement, independent publishers often find themselves sidelined regarding media spend, falling into the nice-to-have rather than must-have category. Media agencies opt for ‘safer’ options—placing clients on platforms like Meta, Google, and News Corp, which, while significant in reach, can lack the targeted depth and context that independent publishers can offer.

Credit: iStock.com/miniseries

Australian audiences are increasingly sceptical of mass media, preferring tailored, independent voices that align with their values and interests.

A study conducted by Reuters Institute found that trust in mainstream media is declining, while engagement with independent media—particularly digital-first publications—is growing.

This presents an enormous opportunity for independent agencies to deliver high-impact results for their clients by tapping into highly engaged audiences with premium content across editorial and social media channels.

The trust that independent publishers have built with their readers isn’t something that can be bought overnight. In my case, it’s been a 15-year journey that some readers have been on since day one. Said readers, still to this day, wear their publisher loyalty like a badge of honour, making their feelings clear when we attempt to jump the shark.

When brands align themselves with these independent publishers, they’re not just buying impressions but credibility, authenticity, and deep audience connection.

The flexibility advantage that’s often forgotten

Unlike large, bureaucratic media organisations, independent publishers are nimble. Rarely will you hear that something can’t be done; instead, we’re eager to win a brief and ensure we do whatever is necessary to deliver a result.

A campaign with an independent publisher isn’t just another line item on a media plan—it’s a partnership that we work for, and we have a far greater vested interest in its success to ensure future business.

Credit: iStock.com/Jacob Wackerhausen

Media agencies can work directly with editorial and social teams to organically integrate branded content and deliver campaigns that are more dynamic and engaging in theory of course.

Independent publishers are far from perfect; without adequate resources, they can be just as demanding as any other business. It only takes one misstep to ruin a relationship, which could mean never receiving a brief from that agency again. Independent publishers will go above and beyond to ensure it doesn’t happen and maintain a healthy flow of briefs.

A call to action for independent agencies to get around the little guys

For independent media agencies, working with independent publishers isn’t just about supporting local – it’s about working with partners who want to make YOU look good and hopefully make your lives easier with content solutions that deliver great results.

It’s about understanding that true influence isn’t always measured in raw traffic numbers but in the strength of audience relationships.

By giving independent publishers a chance, these emerging agencies can unlock more meaningful brand engagement, cut through the noise, and ultimately achieve better client outcomes.

If independent agencies don’t get onboard, do they risk leaving a strategic advantage on the table—one that their more forward-thinking competitors may be all too happy to claim?

Luc Wiesman is the publisher and founder of DMARGE.