In 2024 the media industry saw increased integration of AI tools, shifts in media consumption and a focus on privacy, sustainability and brand safety. These changes advanced innovation, advocacy and industry collaboration.
AAM is proud to collaborate with many industry associations. As we anticipate the new year, we asked leaders from several of these groups to share their thoughts about the past year and what the industry should look forward to in 2025.
Here is who we interviewed:
- Danielle Coffey, President & CEO, News/Media Alliance
- Katie Gavitt, Manager of Operations and Events, Green Sports Alliance
- John Osborn, USA-Director, Ad Net Zero
- Manuel Sala, President, International Federation of Audit Bureaux of Certification (IFABC)
- Tony Silber, Managing Director, SIIA Media
- Dean Ridings, CEO, America’s Newspapers
- Rebecca Rosenblum, Membership and Communications Manager, Magazines Canada
- Fran Wills, CEO, Local Media Consortium (LMC)
- Mike Zaneis, CEO, Trustworthy Accountability Group (TAG)
This is the first of two articles featuring insights from these leaders. You can also read part two.
What do you think was the industry’s greatest achievement in 2024?
John Osborn, Ad Net Zero: The advancement of the Global Media Sustainability Framework, with more work to come.
Rebecca Rosenblum, Magazines Canada: The magazine industry's eternal ability to pivot our business model to keep our core mandate firm is a massive strength and ongoing achievement. Every time magazines rise to meet challenges, the core mandate remains: sharing new, interesting, timely, strongly reported and well-written stories that are important to readers.
Manuel Sala, IFABC: AI transformed marketing services as the industry adopted generative tools for creativity, media planning optimization and ROI measurement.
Tony Silber, SIIA: Expanding use of AI in media operations. Media companies are now using AI for all kinds of things from editorial research to sales management, customer service and organizational efficiencies. To think that it only emerged in 2023 and we've gotten this far already is remarkable.
Fran Wills, LMC: Local media made big strides in growing and engaging local audiences to build their first-party databases. Newspapers and broadcasters alike focused on creating local content to engage their audiences which often resulted in their consumer support through registrations, subscriptions or donations. Niche content distributed through newsletters, podcasts and video channels was particularly successful in increasing loyalty and support from local consumers.
Mike Zaneis, TAG: Our greatest achievement of the past year can be captured in one number: $10.8 billion. For more than a decade, our industry has been working together to address the complicated and pernicious issue of ad fraud, and this year we got the first hard data on how much we’ve saved through those efforts. That’s a tremendous accomplishment and proof of the value of industry collaboration.
What should the industry look forward to next year?
Danielle Coffey, News/Media Alliance: Our industry is at the center of a critical moment, where changes to the business landscape will allow for a thriving future. The ability to monetize our content is necessary to reinvest in quality journalism and ensure stability and growth. As the industry’s leading advocacy organization, the News/Media Alliance will work diligently and earnestly with the incoming Administration and Republican majority of Congress. It also remains important that quality information, entertainment, current events and community developments reach underserved areas of our country.
Katie Gavitt, Green Sports Alliance: The sustainable sports and entertainment industry should look forward to the allocation of funds toward sustainability initiatives, which is something many professionals have been waiting many years for. These funds can be applied toward initiatives that will make a long-lasting impact on the planet.
John Osborn, Ad Net Zero: More organizations will take responsibility for emissions, which will lead to better business outcomes.
Dean Ridings, America’s Newspapers: The business climate in 2025 will be marked by continued consolidation as local publishers seek efficiencies, cost savings and scalability to ensure sustainability. Larger media groups are likely to drive mergers and acquisitions, while smaller, independent publishers may explore strategic partnerships to remain viable and better serve their communities.
Simultaneously, nonprofit funding models for local newspapers will continue to evolve. Civic leaders, philanthropic organizations and community stakeholders increasingly recognize the vital role local newspapers play in fostering informed and engaged communities. This growing awareness presents an opportunity to secure new financial support through grants, foundations and local initiatives.
Rebecca Rosenblum, Magazines Canada: Natural intelligence in journalism. As we reckon with what artificial intelligence can and should do for us, the humans who research, write and edit our magazines must never stop doing the one thing that large language models can never do: finding stories that have not yet been told, and telling them with insight, power and precision.
Tony Silber, SIIA: We’ll see continued growth in events, as well as enhanced use of first-party data to develop audience insights. Advertisers will seek to verify audience quality and expand use of KPIs to demonstrate engagement. Also, media companies will have to figure out how best to work with companies like Open AI to protect their IP and ensure their content appears in generative AI searches.
Fran Wills, LMC: Local media has an opportunity to leverage AI to their benefit, but AI can’t create local news. Consumers will continue relying on local reporters who live and work in their communities to gather and validate information. Also, for the first time in decades, local media companies can create a more balanced value exchange with tech platforms. AI platforms are knocking on our door, and we can take advantage of this opportunity to negotiate partnerships that more appropriately compensate local media outlets for the original content they produce.
Mike Zaneis, TAG: As our industry continues to uncover data on the quantifiable savings and brand benefits from cross-industry engagement, we are likely to see a renaissance in self-regulatory and standard-setting efforts in 2025. We now know that billions of dollars are being saved from anti-fraud collaboration, and industry leaders are optimistic about achieving similar results in emerging areas like improving transparency platforms, strengthening brand safety and coordinating anti-malware communication.
Read part two to find out what our panel of professionals predict will be the top business challenges in 2025 and how to reinforce trust.
