Business Insider chief revenue officer Maggie Milnamow pointed to how these trends will influence advertisers’ data and targeting needs.
“With third-party cookies continuing to phase out,” she said, “advertisers will invest more in first-party data and work with publishers who sit on a lot of that data, like our newly launched SagaREACT product, that uses cutting-edge AI to help brands go beyond contextual targeting and harness the power of human emotion.”
Readers increasingly value trustworthy sources of news
As a result of GenAI, the sheer scope of available information—some factual, some not—has made it increasingly difficult for people to discern the truth.
This deluge of information threatens some parts of the media industry—particularly those making easily replicated commodity content. But it has a knock-on benefit to news publishers that produce original reporting and take pains to engender trust in their audiences.
“Those who produce distinctive journalism—and, conversely, avoid commodity journalism—will thrive,” said Politico CEO Goli Sheikholeslami.
A focus on factual, unbiased reporting will also benefit publishers next year, according to G/O Media CEO Jim Spanfeller and Gannett CEO Mike Reed.
“Truth and unbiased journalism will be valued more than ever with the proliferation of AI,” said Reed. Spanfeller reiterated the sentiment, saying, “[There will be] a return in perceived value for true journalistic organizations: Entities focused more on fact and real reporting than opinion and blogging.”
… but news influencers become more visible faces for their outlets
While reporters benefit from institutional support, consumers are now more prone to trust individuals.
This will lead more publishers to experiment with delivering their reporting in styles more frequently associated with influencers, such as unedited videos, intimate podcasts, and personality-driven newsletters.
“We’re seeing a rise of individual influencers as sources of information for the public versus legacy media,” said Fortune editor in chief Alyson Shontell. “Media organizations will need to be creative in how they attract and retain their top talent to ensure they are still able to produce the highest-quality content that draws key audiences in an increasingly fragmented, social, and mobile-first world.”
Bonnie Kintzer, the CEO of Trusted Media Brands, agrees.
“Users want to see themselves, and they want authentic human stories,” Kintzer said. “They are becoming increasingly aware of content made by generative AI.”
Publishers and streamers will consolidate …
After two years of stagnation, merger and acquisition activity should return with a vengeance in 2025, driven by an improving economic outlook and a friendlier regulatory environment.
“Reduced regulatory scrutiny and favorable economic conditions will boost media industry consolidation and innovation,” said Outside CEO Robin Thurston. “Media agencies and brands will pursue acquisitions, develop new operating models, and enhance capabilities to thrive in the evolving landscape.”
TMB’s Kintzer agreed, especially within the streaming ecosystem.
“There are too many offerings, too much inventory and we expect consolidation,” Kintzer said. “Channels with established brands and proven programming strategies will rise to the top.”
… but fragmentation continues to be a pain point
Nonetheless, audience fragmentation will still remain a problem for most publishers (and advertisers).
“Focused, niche media companies will continue to thrive,” said Front Office Sports’ CEO Adam White. “Many ‘niche’ media companies are only niche in focus and not scale—there are a lot of ‘niche’ areas that have a meaningful audience and influence.”
