Australian media owners' lobby group ThinkNewsBrands has announced the appointment of Vanessa Lyons as general manager.

Described a "three-time CMO Top 50 lister", she is charged with spearheading group's mission to shift public perceptions of news brands.

The group is owned by Nine, News Corp Australia and Seven West Media's West Australian Newspapers.

Her Melbourne-based role will be to "shine a light on how and why professionally-produced premium news content is the best partner for advertisers looking to grow their businesses," to which she brings experience with Wilson Parking, insurance business AUB Group, Telstra and Philips.

ThinkNewsBrands chair Chris Janz - who is Nine chief digital and publishing officer and a contender to succeed chief executive Hugh Marks - said the group could not have found a better person for the role. "With her passion, tenacity and admirable marketing experience, Vanessa is the perfect candidate to advocate the benefits of advertising in news media channels."

Lyons said her energy was focussed on generating the recognition and revenue news brands deserve, "and showing commercial organisations that news is a powerful option in any marketing toolkit."

ThinkNewsBrands is about to release a new study into the impact of advertising in news media channels.