The premiumisation of print

The newspaper and magazine industry of 2024-25 is marked by cautious optimism and transformation. Speaking about the challenges and opportunities ahead, Señor reflects, "The past year has been a masterclass in reinvention. If one thing is clear, it's that media are evolving at an unprecedented pace." From the reinvention of traditional business models to the rise of AI, publishers are learning to balance digital efficiency with audience trust and engagement.

Innovating business models

One of the most striking shifts Señor observes is the transition from financial distress to sustainable profitability. "A few years ago, the newspaper and magazine industry was scrambling for survival. Today, we see media brands turning things around by focusing on what they do best—serving niche audiences," he says. Successful companies are embracing the strategy of being an inch wide but a mile deep. Others are forging direct connections with audiences, sidestepping social media intermediaries to regain control of their readership. The lesson here is simple: "own your audience, or someone else will," he adds.

The three-thirds revenue strategy, evenly splitting income across reader revenue, ad sales, and alternative streams, is proving its resilience. Data has also become a non-negotiable asset, with publishers treating first-party data as a goldmine for personalised content and targeted advertising. "Think of data as your currency in the digital economy. Those who control it, thrive."

AI-powered media: balancing efficiency and trust

On the role of AI, Señor acknowledges the immense progress but warns that the industry is still figuring out its ethical and practical boundaries. Generative AI is now commonplace in newsrooms, yet "only 20% of newspaper and magazine publishers have clear AI guidelines". Audience scepticism remains high, with just 8% trusting AI-generated content. "Readers want the human touch. They want stories, not machine-written summaries. AI is a tool, not a replacement for good journalism," he asserts.

While AI can accelerate content repurposing, the industry must ensure editorial oversight to preserve credibility. The advertising sector, too, is adapting—AI-driven automation is reducing content creation costs, but media companies must navigate this shift carefully. "Efficiency is great, but what’s the trade-off? If we sacrifice trust, we lose everything," Señor warns.

Subscription models and advertising evolution

On the question of subscription growth, Señor is clear: the opportunity is massive, but execution is key. With only 1% global penetration, publishers must refine their approach. "Subscription models work, but only if readers see the value. It’s no longer enough to ask for money—we must earn it."

Freemium models, combining open access with gated content, are proving successful. Meanwhile, data-walls and paywalls are evolving, offering structured pathways for audience engagement. Advertisers are also shifting strategies, leveraging contextual ads based on first-party data to build sustainable revenue as third-party cookies phase out. "We need to stop chasing clicks and start fostering loyalty. That’s the real game-changer."

The reinvention of print

The decline of print is often exaggerated, according to Señor. In reality, print is not disappearing—it’s evolving into a premium medium. "Print is not dead; it’s just finding a new purpose. Think of it as the vinyl of media—tactile, premium, and deeply valued by those who engage with it."

He points to the rise of bookazines, a hybrid between books and magazines, offering both durability and prestige. Supersized formats are also making a statement, providing visually striking, high-value content that stands apart from digital clutter. The key shift, however, is premium pricing—print is no longer about mass-market reach but about exclusivity and impact. "We’ve moved from selling content to selling an experience. Print has a role in that future—it just looks different than before."

Looking ahead

Señor remains confident that the newspaper and magazine industry stands at a transformative crossroads. AI will continue to shape workflows, subscription models will mature, and print will retain its place as a high-value, high-impact medium. The challenge for publishers is to embrace technological innovation while maintaining the human touch that audiences still crave.

"The future belongs to those who innovate without losing sight of what makes media powerful: trust, storytelling, and relevance. AI will help, but humanity will always be at the core of good journalism."

For those looking to dive deeper into these trends, the full Innovation in Media World Report 2024-25 offers essential insights and analysis.

For more PREDICTIONS 2025 select Ian Gibbs (JICMAIL/DMA), Stéphane Bodier (ACPM), Martin Twellmeyer (Optilyz), Magali Florens (Udecam) or Eef de Ridder (Ricoh Europe).