Here are 13 ideas to help publishers stay relevant, competitive and successful in 2025 and beyond.
Some of these ideas are conceptually simple, some can be implemented by individual publishers, and others require collaboration between multiple publishers or the entire industry. The most important aspects revolve around generative artificial intelligence.
1) Fully embrace generative AI
Dive head first into generative AI. This is not just a trend, it is a necessity. Significant investment, strategic partnerships, and openness to experimentation are necessary. Hesitation only leads to wasted opportunities. Publishers will likely need to partner with local AI companies. It will be difficult for them to deal with this on their own. To secure their future, publishers (and their employees) must prioritize generative AI above all else. This initiative will likely require collaboration between publishers.
Bloomberg News Editor-in-Chief John Micklethwait recently shared eight reasons why publishers are both bullish and panicky about generative AI.
He basically said that AI will change the jobs of journalists more than it will replace them.
OpenAI press release issued on January 15 Discuss how publishers are sparking new innovations in the age of AI including:
- Associated Press: Uses OpenAI to boost news production, improving Spanish translations by 40%, doubling Portuguese translations, improving headlines, suggesting relevant articles, and saving time mining data for local newsrooms.
- The Atlantic has developed AI tools such as Atlantic Companion (an archival chatbot) and Atlantic Explorer (a directory of thematic articles) to explore technology opportunities.
- Axel Springer launches “Hey_”, an AI-powered assistant for informal and personalized news interactions, answering more than 100 million questions on BILD and WELT. Business Insider’s AI-powered research provides concise, contextual results.
- Dotdash Meredith introduced D/Cipher, an AI-powered ad targeting tool that analyzes content communications without cookies or personal data.
- The Financial Times uses ChatGPT Enterprise across two-thirds of staff to automate tasks, including flagging ads that may not meet UK standards.
- Hearst uses OpenAI to deliver personalized dining recommendations, AI-generated gift guides, and smarter sales processes via custom GPTs.
- TIME: AI toolbar featuring interactive chat and seamless language translation of Person of the Year content has been launched.
- Vox Media uses OpenAI for tools like Gift Scout (personalized product recommendations) and Sponsor Scout (matching content with advertisers).
2) But protect your content from LLMs
Large Language Models (LLMs) extract your content and use it effectively without compensation. Publishers’ content is stolen by LLMs. Publishers need to develop strategies to protect and monetize content. Legal action, partnerships, or innovative licensing models can be part of the solution. Look into any data you can get to understand this better.
3) Create original, non-theft content
Focus on producing unique, high-value content that can’t be easily copied or stolen. Investigative journalism, exclusive interviews and in-depth reporting are more important than ever.
Protect your intellectual property, and redouble your efforts to make your content stand out. Rethinking journalistic voice. Consider publishing content using a productivity AI interface. This could prevent other companies, large language models, and search engines from copying the content, because it will only be available through the AI interface.
4) Crack measurement and support
The measurement and attribution challenges facing the open Internet must be addressed, and publishers should lead the charge. While platforms like Google, Facebook, and Amazon have their own solutions, the rest of the internet is at a disadvantage. Collaboration to develop robust, industry-standard tools is critical. Remember: targeting is easy, accurate measurement and effective attribution are the real hurdles. A consortium may be needed to achieve this.
5) Make news announcements necessary
Work collaboratively to make news content indispensable for advertisers. The trend of agencies bypassing news publishers in favor of other ad placements needs to be reversed. Advocacy, education and partnerships can help increase the value of news advertising and secure sustainable revenue for the future. I think it’s a fundamental problem for publishers that’s not even on agencies’ radar, and it’s an unfortunate, real, but solvable problem.
6) Adopt a technology company mentality
Accelerate innovation and decision-making by acting like a technology company. Prioritize lightness over caution. Focus on growth, experimentation and the ability to adapt quickly. It is better to move quickly and learn from mistakes than to stagnate for fear of change.
7) Understand your audience better
Encourage dialogue and interaction with your audience. Google Analytics 4 is disappointing, and it’s time for the publishing industry to push for a better analytics tool. Understanding revenue per user (RPU) and lifetime value (LTV) is critical to achieving sustainable growth. Invest in tools that provide actionable insights into user behavior and monetization. There is certainly white space for a new analytics platform for publishers. Invest in deeply understanding your readers through robust data analysis and setting clear, actionable goals from the beginning of each year. Engagement is not just a buzzword; It’s a survival strategy.
8) Expel the president
In today’s rapidly evolving landscape, complacency and poor leadership are simply unacceptable. If your organization’s CEO has failed to demonstrate boldness, innovation or a desire to challenge the status quo in the past year, this is a clear indication that change is necessary. The CEO must set the tone for the entire organization. They should be the ones charting the course, identifying new opportunities and pushing the boundaries of what is possible. If your current CEO is not actively involved in these activities, it is essential to find someone who is.
9) Outsource strategically
If you don’t excel in certain areas and can’t attract top talent, outsource. Identify tasks and processes that don’t align with your core strengths and find partners who excel at them. At the same time, know when and how you can cut costs without compromising quality. But never outsource editing, this should always be a core competency.
10) Embrace short-form vertical video
Even if Tiktok disappears in the US, the demand for short vertical video will not disappear. Adapt this cross-platform format to attract and engage younger audiences. Don’t wait for trends to take hold, be a trendsetter. News and information will be consumed via vertical video more and more, and I am sure Gen AI will help improve the experience.
11) Bring employees back to the office
To remain competitive, it’s essential to require employees to return to the office five days a week. Working only four days a week, spending Friday at home would create a three-day weekend. Although this is not ideal, it is necessary because very few remote workers are as productive as in-office employees.
Align your content shopping intent to go beyond traditional affiliate models and create unique value for retail media networks and brands. Develop new offerings to improve product discovery, experience shopping experiences, and monetize high-value off-site shopping audiences. By adopting commerce-focused strategies, publishers can unlock new revenue streams and enhance their role in commerce-driven advertising. AI-generated content may eventually be monetized through commercial ad units.
13) Yelling, screaming, and possibly filing a lawsuit
Publishers should not be shy about fighting for their rights. The digital landscape is rife with exploitation, from content theft to unfair revenue-sharing models. Use your voice, loud and persistent, to advocate for fair treatment. If necessary, take legal action against platforms and entities that exploit your work without proper compensation. Mobilize audience and industry support to highlight the value of original content and the ethical commitments of tech giants. It is a battle for survival, and publishers must approach it with boldness and determination.
[Read more: Diversify or die? 23 media leaders reveal how to make news pay in 2025]
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