Online Newsroom with Digital Asset Management

Over the past few years, seismic shifts in the way organisations operate have reinforced a hard truth: staying in control of your narrative is essential. Organisations that manage their stories well emerge stronger. Those that do not risk becoming bystanders to their own brand. One of the most effective ways to strengthen control and increase exposure is through a newsroom integrated with your Digital Asset Management solution.

Empirical evidence proves it works

Lookatme has delivered Drupal-based newsroom solutions to a wide range of marketing teams, particularly in the tourism sector. Our clients include high-profile organisations such as Visit Victoria and Destination NSW, along with regional and national tourism bodies throughout Australia, the Asia Pacific Region, and the UK. These organisations rely on Lookatme DAM and Drupal integration to amplify their reach and deliver greater media outcomes.

The results speak for themselves. When traffic is directed through a newsroom integrated with the DAM, journalist engagement increases significantly.

Data shows that the number of images downloaded by media professionals is consistently 50% higher compared with using a DAM alone. If your DAM currently serves 10,000 image downloads to journalists annually, integrating a newsroom could increase that figure to 15,000 and achieve a level of exposure that money simply cannot buy.

The many arms of media organisations

Media groups have many arms; broadcast, print, digital and social to reach wider audiences. All of the channels demand visual content. Your Lookatmedia™ newsroom makes it practical to provide journalists with a choice of stories and supporting visual content to illustrate your stories.

Why it works

Journalists need more than just access to images. They are searching for stories, context, and assets they can use immediately. An integrated newsroom provides all of this in one place—publish-ready stories, copyright-cleared high-resolution images, videos, and metadata—all available 24/7. With fewer production resources available in many media organisations, journalists actively seek content that is ready for use.

By providing a newsroom that delivers curated, on-message content with just a few clicks, you make it easier for journalists to cover your brand—and more likely that they will. The newsroom becomes a launchpad for earned media, creating exposure that is more credible and cost-effective than paid advertising. Inspiration, control and insight

Your newsroom is more than a content library. It is a communications platform that tells your story on your terms, while inspiring journalists with ideas, angles, and visuals they can take to publication. Each download is tracked, providing insights into engagement and asset performance, helping you refine your media strategy and content mix.

Always open for media business

Media professionals operate around the clock. Whether they are writing about must-visit destinations, breakthrough innovations, or industry trends, they expect immediate access to publishable material. With a newsroom integrated with Lookatme DAM, your assets are available exactly when needed—no delays, no gatekeepers.

Online newsroom + Digital Asset Management

Online newsrooms have been used by leading organisations for decades. What’s new is the transformation that occurs when a newsroom is fully integrated with a modern Digital Asset Management solution. This combination turns your newsroom from a passive resource into an active productivity tool—one that empowers journalists, elevates your brand, and drives measurable results.

If you are already using a DAM to distribute content to media, the next logical step is to integrate a newsroom and achieve 50% more. The uplift is real. The impact is proven. The opportunity is ready.

What's a Digital Asset Management solution?

As the name suggests, a Digital Asset Management solution is a solution to manage digital assets, like images, videos, audio and brand assets. Think of it as a stock image library, but all assets are yours. When you integrate a Digital Asset Management solution with an online newsroom, you create an environment where your team can create content and push it to media groups and journalists. Journalists can then use those assets to develop their content or search your library for just the right image or video to tell their story.

Who uses Lookatmedia™ online newsroom with Digital Asset Management?

There's a widely held belief that free media exposure is worth three times the same paid media exposure. Free media exposure also adds credibility to your story because the content is available through credible sources. In short, amplifying your story through free media is incredibly valuable. This is why any brand serious about finding more cost-effective ways to improve their brand profile and recognition would use the Lookatmedia™ online newsroom with Digital Asset Management. It's also why some of the most recognizable tourism brands globally have been the first to take advantage of this new technology, with stunning results.

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