News Media's New Normal
Guest post by Gökşen Çalışkan
This month I’m delighted to have a guest post from a frequent collaborator and friend, Gökşen Çalışkan. Currently working at Euractiv, Gökşen has a fascinating CV. She is an EU media and policy communications specialist who sits at the meeting point of business development, strategic development and product development. I thought there would be no better person to walk us through some of the current challenges and transformations within the news media industry in the EU and beyond.
In recent years, the news media industry has seen developments that shake confidence in its future. In this era of ‘never normal’ (per Peter Hinssen), where stability is elusive, publishers, both traditional and digital-native, are trying to embrace technological disruptions. They navigate a world in which technology, user preferences and economic realities redefine how news is produced, distributed and consumed.
Why should you care?
EU Affairs media face fierce competition from these trends.
Having the right content for the right audience, while balancing subscription, advertising and sponsorship models is becoming harder every day.
As public affairs and policy comms professionals, you witness these changes firsthand. You see journalists moving between outlets, but might not know the drivers behind these moves.
Understanding the challenges and opportunities of the media might help the way you consume news, interact with journalists and plan the external aspect of your policy comms activities.
With this piece, I would like to focus on four major shifts in the news publishing world and share my thoughts on why - despite the gloomy picture - there’s reason for hope.
Let’s dive in!
I. Trust Decay
While news outlets strive for trust, surveys show a global lack of confidence. Let’s take the Edelman Trust Barometer: people seem to trust not only their peers but also businesses more than media.
Several reasons contribute to the decline in trust:
The rise of social media platforms as primary news sources accelerates the spread of misinformation and disinformation.
Platforms prioritise engagement over quality, leading to echo chambers.
Some news outlets adopt specific political leanings, blurring lines between opinion and fact.
Shrinking newsroom budgets and the rush to be first to report lead to declining standards.
The good news is that publishers are well aware of the issue. As credible journalism’s importance grows, initiatives are already in place to rebuild trust:
Fact-Checking Initiatives: Media outlets increasingly establish teams to verify information and debunk misinformation. The European Fact Checking Standards Network recently organised an event in Brussels on this very topic.
Transparency Measures: Organisations focus more on transparency about editorial policies, ownership and funding, ensuring these are well communicated. The Trust Project encourages standardised labelling for content, with members like Euractiv, BBC, The Economist and El Pais.
Digital Security: Protecting digital assets is essential to credibility. With increasing AI content, solutions like digital signatures to verify authenticity are growing.
Hyperlocal Journalism: Focusing on small, sometimes marginalised communities, hyperlocal journalism builds trust by addressing local issues and highlighting concerns that larger outlets often miss.
II. New Buzzword: ‘Liquid’ Audience and ‘Liquid’ Content
The terms "liquid audience" and "liquid content" describe how media consumption and content creation have become fluid and adaptable. Audiences now engage with content across platforms, switching between devices like smartphones, computers and social media, often simultaneously. This behaviour means news media companies must shift from traditional consumption patterns to more dynamic, personalised approaches to reach their target audience.
Light at the end of the tunnel?
Publishers now see that today’s strategy is to go where the audience is, rethinking journalism’s purpose. Dmitry Shishkin, creator of the User News Model, identifies eight reasons people consume news—tapping into desires like understanding the world and joining conversations. He asks journalists: "What would change in your readers' lives if your media brand disappeared tomorrow?"
Legacy media is redefining its purpose, and a new generation of outlets is targeting younger audiences who often avoid traditional news. Publishers like Will Media, TLDR and Brut lead this trend, offering fresh approaches that resonate with this demographic.
III. From Digital to AI Transformation
Digital journalism has moved from being an alternative to print to the dominant form of news delivery. Many outlets still struggle with the print-to-digital transition, but a larger disruption is underway with AI technologies.
This wave of transformation raises concerns over accuracy, authenticity and the diminishing role of human-centric journalism.
Yet, there is hope.
Innovation is never linear, and tech disruption will never stop. The question is when technology stops being special and becomes the norm. And the answer is often “now,” depending on how quickly one adapts to the ‘never normal.’
Most in the news industry agree AI can analyse data but can’t replace on-the-ground reporting. Traits like human intuition and empathy are still irreplaceable by AI.
Leading outlets are blending AI with traditional journalism, adopting ethical guidelines and transparency around AI usage. Best practices are emerging, such as collaborations between journalists and AI tools, where machines handle data-heavy tasks, freeing journalists for in-depth reporting. Successful models include Reuters using AI for data journalism and AP automating earnings reports with human oversight.
AI also offers promising solutions for business operations. AI-powered paywalls enable more data-driven decisions that optimise revenue and improve reader experience. Business Insider recently announced a promising new practice.
IV. From Breakdown to Breakthrough: Redefining Media Revenue Streams
Social media platforms, facing shifting consumer behaviour and regulatory pressure, and the rise of generative AI, take a toll on news outlets’ B2C and B2B activities.
Over the past year, platforms like Meta have deprioritised news, reducing political content visibility and making it harder for media companies to reach audiences. This hit particularly hard during the EU Elections.
At the same time, generative AI threatens readership as language models like ChatGPT offer summarised information, discouraging clicks to publishers’ websites.
Some big publishers have signed licensing deals with AI platforms to recover profits. But for smaller outlets, the question remains: should they build or buy AI solutions to stay competitive?
As subscription fatigue sets in amid a cost-of-living crisis, media companies must innovate. Solely relying on subscription or advertising revenue is no longer viable.
Despite these challenges, there’s a silver lining.
Understanding audience needs opens doors to new revenue streams like personalised content, gamification (as with Wordle) and targeted advertising. Engaging younger audiences through social media and innovative storytelling offers a path forward.
Diversification is essential, leading outlets to explore membership programs, organise events, offer masterclasses and partner with e-commerce brands. Initiatives like Euractiv’s Advocacy Lab, BBC or Politico Studios show how breaking down traditional offers creates opportunities.
Breaking silos between editorial and commercial teams is crucial. Professional autonomy remains vital, but the challenges increasingly pave the way for cross-functional collaboration. Teams from editorial, tech, audience, sales and marketing are now involved in product development, bringing a dynamic energy to the industry.
Final Thoughts
While the news media landscape faces big challenges, optimism grows as publishers embrace the ‘never normal’ and plan for the future. The industry’s ability to adapt through innovation, audience-centric strategies and new technologies offers a path forward. By prioritising quality and credibility, rethinking content production and delivery, and exploring diversified revenue streams, media outlets can not only survive but thrive.
This evolving ecosystem presents public affairs professionals and media companies with opportunities to engage more deeply, connect with diverse audiences and shape journalism’s future in a sustainable, impactful way.