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Working in the media—not to mention reporting—can be a daunting task.
It often feels like the industry is perpetually on the brink of collapse, with news of layoffs, closures, and declining trust and readership dominating the headlines.
The reality is more complex. There are many challenges ahead of journalism and the media, but there are an equal number of reasons to be enthusiastic, even optimistic.
Below, ADWEEK collected responses from 20 media executives about their optimism in the new year. Answers have been edited for clarity.
The continued growth of live journalism
Audience and advertiser appetite for live events has proven both enduring and expanding.
Publishers across the spectrum have successfully translated their editorial expertise into engaging events, and the sector has proven a lifesaver in a challenging time for the media industry.
“Demand for our product and pre-bookings are better than ever,” said Jacquelyn Cameron, Chief Revenue Officer of Axios. “We will pre-book more Axios Live events in 2025 than we have in the last two years.”
Bloomberg Media CEO Karen Saltser agreed, singling out live experiences as a key reason for optimism.
“Bloomberg Media’s audience of business decision-makers has a real desire to connect with the brand around specific topics, and with each other in person,” said Saltser.
Events also offer publishers another vehicle to capture consumer sentiment, which can help prove editorial theses, according to Semafor co-founder Ben Smith.
“At Semafor, we see such intense demand from our audience for frank and open conversations, including open disagreements, in person through our events and in our digital formats,” said Smith. “This feels like a profound change from the way ideological media has become, and it makes me optimistic.”
The conversation around news aversion has changed
The emergence of concerns about the suitability of the brand has been another headwind against the advertising efforts of many news publishers.
However, many leaders see these conversations taking a more positive tack in 2025.
“Overcautious brand safety tactics that disproportionately impact news organizations are beginning to be reevaluated,” said Josh Stinchcomb, the Wall Street Journal’s chief revenue officer. “In my discussions with clients and partners, there is a remarkable openness and willingness to explain how they can refine their strategies to reintegrate or introduce news into their media plans.”
Kristin Heitmann, CRO at the Associated Press, echoed the sentiment.
“I’m also forever optimistic that brands and agencies will ‘return to news,'” Heitmann said. “The news audience is incredibly valuable and currently underutilized by marketers.”
Likewise, advertisers have shown an increased interest in working with publishers—news or otherwise—that have strong relationships with their audiences.
