News
The future of news matters for brands, the general public, and … democracy itself. Here are the forces that could shape the headlines, businesses’ bottom lines and everything in between.
Our world is flooded with an ever-growing flow of information, disinformation and corporate influence. Yet consumers still crave trustworthy and reliable news sources. At the same time, the news industry continues to grapple with a broken business model while news consumers expect quality news to be free. And digital platforms and generative AI offer an easy entry for anyone of every stripe, bias and agenda to publish content.
The challenges facing the future of news are challenges shared by most organizations: staying relevant, developing trust and loyalty, and finding a sustainable business model in a rapidly changing digital landscape. As the news industry navigates these complex challenges, key questions emerge about the path forward.
Can diversified revenue streams and content bundles give consumers the content, value and convenience they demand? How can brands help consumers distinguish quality journalism and rebuild trust in the news media? Can news literacy education help create a better-informed citizenry?
In this What the Future: News issue we explore the possible futures and solutions for trust, news avoidance, generational differences and sustaining local news through interviews with innovative leaders from The New York Times, the Coalition for Innovative Media Measurement, Poynter Institute and the News Literacy Project. We also identify potential roles for businesses and brands to help keep trustworthy, quality news accessible and affordable for audiences, and profitable for publishers, advertisers and sponsors.
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For full results, please refer to the annotated questionnaire or the Ipsos What the Future: News Survey data tables
Letter from the Editor
Why news is worth protecting and how to save it for our collective futures Matt Carmichael, What the Future editor, head of the Ipsos Trends & Foresight Lab |
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Shifts
Shifts: Algorithms, globalization and infotainment Trevor Sudano Principal, Ipsos Strategy3 |
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Interviews & Features
How news can thrive by borrowing from tech and CPG playbooks David Rubin, chief brand and communications officer, The New York Times |
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How market research on news topics tells us what people really care about Brand insights from Ipsos’ Matt Carmichael |
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How to monetize content in a privacy-focused future Tameka Kee, deputy managing director of the Coalition for Innovative Media Measurement |
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Why better campaigns focus on audiences’ memories rather than views Brand insights from Ipsos’ Nicholas Watson |
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What people want from local news and how to fund it Rick Edmonds, Media business analyst for Poynter Institute |
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How polling can build trust across a fragmented media landscape Brand insights from Ipsos’ Johnny Sawyer |
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Why news literacy matters more than ever for future generations Peter Adams, Senior vice president, research and design, News Literacy Project |
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What online communities reveal about who consumers trust Brand insights from Ipsos’ Kristyna Kanzler |
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Brand insights from Ipsos’ Matt Palmer |
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