Mark Penn argues that advertisers are incorrectly avoiding news websites due to misconceptions about brand safety, which has led to significant revenue losses for journalism. He highlights that a large segment of the audience, including educated and affluent individuals, engages frequently with news, and that fears around negative associations with news stories are often unfounded. Penn advocates for a return to investing in news advertising, emphasizing its importance for both supporting journalism and effective marketing.

The article discusses the concept of brand safety, arguing that it often becomes a priority only after a negative incident occurs. It emphasizes the need for brands to proactively address potential risks and outlines the importance of establishing comprehensive safety measures in advertising and marketing strategies.