As media organizations look ahead to 2026, their focus is shifting from reacting to change to being proactive in areas including adopting AI responsibly, protecting content value, strengthening audience relationships and building sustainable growth models founded on trust and transparency.
We asked industry leaders what trends they discovered in the past year and what advice they have for 2026. This is the second of two articles featuring insights from leaders from industry associations. You can also read part one here.
Quality content and AI licensing will take center stage
Several leaders pointed to a fundamental shift in how content is valued in the industry.
“The market for publishers to license their content to AI companies increased significantly in 2025, but there’s still enormous room for growth,” said Danielle Coffey, president and CEO of the News/Media Alliance. “AI companies are not going to stop needing our content, and there’s a growing ecosystem of markets and vendors that are stepping up to ensure publishers are paid for their copyrighted content.”
That emphasis on content quality and credibility is also reflected in how specialized media channels are scaling.
“Without question, the Point of Care industry reaching $1 billion in total revenue represents an important milestone and accomplishment,” said Nicole Divinagracia, Point of Care Marketing Association (POCMA), an organization that has developed a program to certify companies for meeting industry verification standards. “A robust 16% increase over 2023's $870 million demonstrates more than just financial growth. It validates the essential role Point of Care plays in educating and empowering patients and healthcare providers at critical decision-making moments.”
Greater legal clarity around AI content rights is reshaping how publishers protect, value and monetize premium content.
“AI companies will increasingly compete by paying for premium, reliable content, as courts make clear that unlicensed scraping is not lawful and that content rights must be respected,” said Jason Kint, CEO of Digital Content Next (DCN). “This clarity will accelerate AI licensing markets and create meaningful new revenue opportunities for publishers that invest in quality and credibility.”
Human connection as a differentiator
With AI rapidly expanding, leaders emphasized the importance of creating authentic connections with audiences.
“As we leverage the power of technology, we must remember that events’ greatest strength lies in the fortuitous conversations, trust-building and impromptu creativity that happen when people meet face-to-face,” said Marsha Flanagan, M.Ed., CEM, president and CEO of the International Association of Exhibitions and Events® (IAEE). “We must embrace digital transformation while maintaining an unwavering focus on authentic human connection.”
Local publishers are strengthening human connections by engaging with audiences in the communities they serve.
“Creating more opportunities for journalists to engage with their audiences through local community forums and events is critical,” said Fran Wills, CEO of the Local Media Consortium. “These interactions foster stronger local relationships and provide deeper insight into the issues that matter most to the people who live in those communities.”
Advice for 2026: Build trust into everything
When asked what advice they have for the new year, leaders’ responses centered around a core message: embed trust into every process.
“Every algorithm, every endorsement, every piece of creative is either building trust or eroding it,” said Andrew Susman, president, Institute for Advertising Ethics (IAE). “The most powerful action an organization can take is to move from statements to systems and build trust into workflows, approvals, data pipelines and creator engagements. When ethics becomes part of everyday operations and not an after-the-fact review, trust becomes a competitive advantage.”
Coffey emphasized that publishers must continue to defend the value of trusted journalism.
“Know the worth of your content and work fiercely to defend it,” she said. “Use whatever tools are at your disposal to prevent Big Tech companies from scraping your work for free and explore licensing opportunities especially if the growth of AI has negatively impacted your ad or subscription revenue streams.”
Kint added that publishers need to continue to focus on building trust and authenticity in 2026.
“Stay focused on what differentiates you: high-quality, human-made storytelling and direct relationships with their customers. The companies that lean into trust, creativity, and long-term audience value will be best positioned for what comes next.”
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