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Media Industry's Top Priorities for 2025: A Look into the Future

Driving Engagement for Revenue Growth

Engagement is the driving force for publishers to enhance subscription and advertising income. Business Insider, Hearst Magazines, and BuzzFeed aim to capitalize on platform engagement to attract premium advertisers and convert readers into paying subscribers.

Lisa Ryan Howard, CRO at Hearst Magazines, emphasizes engagement as the "North star" for audience and advertising experiences, resulting in significant growth in direct-sold ads last year.

Expanding Subscription Bases

Subscription businesses are a key focus for many publishers, including Bloomberg, The Atlantic, and The Wall Street Journal. Digital-only subscriptions at The Wall Street Journal grew by 10%, reaching 3.9 million subscribers.

Selling More Advertising Sponsorships

Newsweek, Vox Media, and Future aim to grow direct ad revenue through editorial collaborations and event sponsorships. News Corp is investing in AI products and branded social programming.

Expanding Reach

Reach remains a priority for publishers, with The Hill, The Economist, BBC, and Guardian News & Media striving to expand into new audiences through videos, podcasts, events, and brand marketing.

Shedding Reliance on External Platforms

Publishers are moving away from relying on platforms like Facebook and Google for traffic and revenue. They seek to establish direct relationships with their audiences.

What's Out in 2025?

Chris Anthony, CRO at Gallery Media Group, calls for quicker reactions to cultural trends and reduced planning time.

Numbers to Know

200 journalists at The Athletic want union recognition
40% of Washington Post content is deemed "unsafe" by advertisers
4% staff layoffs at Washington Post, business side only
4,000 journalism jobs shed in U.S. and U.K. in 2024

Media Briefing: What media execs are prioritizing in 2025