The $10 million-revenue News Media Alliance, a trade group primarily representing newspaper companies, launched a second wave of its campaign to support "real news" on Oct. 3. http://bit.ly/2xOcT9o

"The first phase of the campaign set the stage on which to build an ongoing series about what we do as an industry and why it is valuable, CEO David Chavern said in a statement on the group's site.

"This next phase incorporates other associations and journalism schools to focus on the need for news literacy and will build with new messages being rolled out over the course of the next three months," he said.

The campaign calls on the public to support news providers that can be trusted.

Online news provider Axios reported the value of the campaign is $10 million. The effort will involve monthly rollouts of print and digital ads targeted at officials, the public and news organization employees, Axios reported. http://bit.ly/2wuw6sL

A spokesperson for the News Media Alliance told CEO Update the $10 million represents the value of advertising in member companies' publications and on their website, but did not respond to a question about whether members would run the ads free of charge. The association provided members with full and quarter-page ads to use, the spokesperson said.

The group has now enlisted 11 partners for the effort, up from the original three, the association said. Partners include various universities and the Center for Public Integrity.

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