Keeping Perspective: AI, Subscriptions, And The State of Journalism In 2025
It appears the state of journalism in 2025 is all about, well, one’s perspective.
And while that difference in perspective is not as clear-cut as journalism’s separation of church and state, the split in confidence does ride along similar division lines.
Reuters Institute for the Study of Journalism recently released its annual “Journalism, Media, and Technology Trends and Predictions 2025” report, finding that while 41% of editors, CEOs, and digital execs are “confident about the prospects for journalism in the year ahead,” 17% have low confidence due to various factors considered “significant threats to journalism’s ability to operate freely.”
All that, while more than half are confident about the business of journalism, “a significant jump on last year’s figure.”
Programmatic Roars: Ad Spend Will Be Higher This Year
Advertisers, now settling down to business after a tumultuous 2024, are increasing their programmatic spend this year. Of those polled, 72% expect to invest more in programmatic advertising in 2025, up from 62% in 2024, according to the State of Programmatic, a study from Proximic by Comscore.
The 2025 State of Marketing Report
Our recent research revealed that AI tools and unified tech stacks are a major differentiator in helping marketers connect with their audiences. The marketing teams with connected CRMs … are more confident in taking on their biggest challenges, like data privacy concerns, rising customer expectations, and the demand for authentic, personalized content.
Buyer journeys are more complex. Longer sales cycles, larger buying committees, and fiercer competition mean businesses must adapt their strategies to align with today’s buyer journeys.