The trade body for the regional and national press has called for publishers to be “appropriately rewarded” for their contribution to social networks.
Research carried out by the News Media Association found eight of the 10 most shared UK websites on social media over the past year were news sites.
The study also found 47pc of all engagements with UK websites on social media featured content sourced from UK news publishers.
The figures came from social media monitoring firm NewsWhip’s analysis of the 100 top-performing UK websites.
NMA chairman Ashley Highfield, pictured above left, said: “Newsbrands contribute enormous value to social networks by investing in agenda-setting and highly trusted journalism that people want to read and share with their friends.
“It is essential that this contribution is recognised. News media publishers are not currently appropriately rewarded for their investment in news and that imbalance must be rectified if the journalism which consumers and social media giants rely on is to have a sustainable future.”
David Dinsmore, vice chairman of the NMA, added: “Journalism is at the heart of the social debate, whether it be breaking the story, verifying the story or, later, commenting on the story.
“Yet none of the growth in ad revenues is coming back to the publishers who invest billions across the globe in that content creation. News publishers are seeking a fair reward for the considerable value they add to the digital ecosystem.”