As traditional news companies transition to multimedia, incorporating text with visuals, audio, and video, and expanding into social media, a media executive from a leading global news organization highlights that brand identity will set them apart in the coming five years.
At the inaugural Bridge Summit, Earl J. Wilkinson, CEO of the International News Media Association (INMA), emphasized to media leaders that in today’s dynamic digital environment, the key to distinguishing news companies lies in their brand, irrespective of being print or digital.
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He explained that branding is crucial amidst the surge of AI-generated content and the rise of influencers. “In my view, while we have brands, they often lack personality and emotional depth,” the CEO remarked, stressing the need for brands to connect and inspire readers.
“There are countless ways to tell a story. I believe that focusing on user needs is essential. What connects us? What inspires us? What surprises us? It’s about creating resonance. Do it with soul, voice, and personality,” Wilkinson advised media professionals.
Digital is still maturing
He described digital transformation as being in a growing, “awkward” stage, with audiences, advertisers, and products shifting to digital as traditional media struggles to “hold on,” he said. Although print journalism remains robust, Wilkinson noted its sharp decline.
Wilkinson stated that building a brand strategy for news media must focus on elements that will remain constant over the next decade: the brand itself, its foundation, and the technology that supports it. “It’s about journalism and brands,” he said. “Modernization is shifting. Globally, there’s tension between reader and advertiser revenue.”
The Bridge Summit, a significant media event from December 8-10 in Abu Dhabi, gathered media leaders, innovators, academics, and NGOs in a ‘first-of-its-kind’ event.
The INMA examines the business side of journalism, offering strategies and best practices for news media to increase revenue and grow their audience. Recently, they released a report highlighting how brand-safety systems often block ads on legitimate news, leading to significant revenue losses for the industry.
