Journalism.co.uk’s new managing director, Marcela Kunova, kicked off the 34th Newsrewired conference in London this week with a powerful reminder of the core mission of media organisations: to inform, inspire, and empower.
But as emerging technologies and shifting audience preferences reshape the media landscape at an unprecedented pace, how can digital publishers stay true to this mission? Industry experts tackled this question throughout the day’s discussions. Here are some of our top takeaways.
The future of news
One of the most compelling insights from the conference came from Tracy Yaverbaun, General Manager at Times Media, who, during the ‘How Media Leaders See the Future of News’ panel, outlined the key themes that news organisations must integrate into the future of journalism: value reinvention, discoverability, and breaking down newsroom silos.
As more news outlets embrace subscription-based business models, simply offering content is no longer enough. Publishers must demonstrate undeniable value particularly in the UK where news subscription rates remain low in comparison to the rest of Europe. This means delivering high-quality, unmissable journalism, providing rich content bundles and exclusive perks, to create seamless digital storytelling experiences that elevates news from a commodity to an invaluable service for readers.
News organisations can no longer rely solely on traditional SEO strategies. With AI increasingly directing readers elsewhere, publishers must focus on building direct relationships with their audiences. This involves fostering loyalty through newsletters, dedicated apps, and personalised content experiences, meeting readers where they are. Prioritising meaningful connections over algorithmic reach allows news organisations to maintain their audience’s trust and build long-term engagement.
Finally, as the lines between content and products continue to blur, cross-functional collaboration is becoming crucial. News outlets must break down internal silos and adopt an integrated approach, to enhance storytelling and ensure content is delivered in ways that best serve the audience’s needs.
AI – an unignorable disruption
Unsurprisingly, AI’s growing role within journalism was a key theme throughout the day’s discussions. Naja Nielsen, Media Director at SVT, delivered a keynote speech that offered thought-provoking perspectives on this topic, highlighting the importance of balancing technological disruption with journalistic values. She noted that while AI may fundamentally alter existing business models, adaptation is essential as these models evolve into new forms of competition for traditional news outlets.
Journalists must remain true to their core values, act swiftly, and share valuable resources to navigate this shift. Collaboration between news organisations is crucial to ensuring that journalism continues to connect with and educate audiences in the age of AI.
But it was perhaps Journalism.co.uk’s Senior Reporter Jacob Granger’s closing remarks that stood out to me the most on the topic. He raised a crucial point for news outlets to consider in today’s AI era, the importance of “making space for the stories AI can’t tell.”
Capturing a younger audience
Video content is becoming a key focus, especially for capturing younger audiences. Social media platforms like TikTok have popularised visual storytelling, even for audio-based content. From local publications to established media institutions, news outlets are expanding their video offerings to prioritise audience preferences by delivering content in the formats their audiences value most.
For example, Zetland has adopted an audience-first approach, prioritising clear, accessible tone while leveraging technology without losing its value-based identity, an approach that strongly resonates with its younger readers. Similarly, Mill Media has focused on developing audio products and maintaining a young newsroom, which has been crucial for engaging its younger audiences.
Final thoughts
If one statement could encapsulate all of the day’s discussions, it would be this: “When you deliver value, people will pay for it.”
In an era of abundant news and widespread adoption of subscription models, clearly communicating the value of journalism is critical. It’s not just about producing content, it’s about delivering quality journalism that meets diverse audience needs in formats they prefer. To succeed, newsrooms and business leaders must truly understand their audiences – what they want, how they want it, and why they value it.
For further insights, head to the event’s live blog archive for highlights from all the day’s sessions.
