The most popular content on INMA seems to follow the topic matters of our initiatives, which seems like good planning on our part.

The strategy with INMA initiatives is they offer continuous thought leadership and on-the-ground case studies from the most pressing topics worldwide in the news industry: digital subscriptions, product and tech, newsroom innovation, advertising, digital platforms, and young audiences.

And aside from our award announcement blog posts, which are always our most-read, most of these topics held as the ones INMA members read most this year. The top 11 stories include posts about AI, digital subscriptions/paywalls, young audience engagement through short-form video, audience engagement in general, and the drop in search traffic to news sites. Oh, and U.S. President Donald Trump’s effect on the news industry.

Also always true: INMA members want to know what’s going on at well-known news companies like The New York Times, The Guardian, The Wall Street Journal. 

Here were the top 11 stories from the year:

1. New York Times’ AI decision highlights publisher concerns with the tech by Richard Fairbairn on March 25, 2025.

2. Every 10th paywall stop is evaded by readers by INMA Readers First Initiative Lead Greg Piechota on May 6, 2025.

3. News companies respond as TikTok’s short-form video format captures massive young audience by Massimo Barsotti on January 6, 2025.

4. Short-form video, user-generated content are among top social media trends for 2025 by Shiddhartha Das on March 4, 2025.

5. How The New York Times is measuring attention time by former INMA Newroom Transformation Initaitive Lead Amalie Nash on November 10, 2025.

6. What 60 days of Trump 2.0 means for news media by INMA CEO/Executive Director Earl J. Wilkinson on March 19, 2025.

7. The Guardian bypasses a paywall to find reader support by INMA Blog Editor Paula Felps on March 14, 2025.

8. News publishers benefit from connection, engagement driven by personalised newsletters by Nihad Memic on March 31, 2025.

9. Wall Street Journal connects potential readers to its offerings with “It’s Your Business” strategy by Blake Cox on February 17, 2025.

10. AI won’t replace journalists, but it will favour those leveraging its strengths by Arthur Murauskas on March 6, 2025.

11. What’s really behind the drop in search traffic to news sites by INMA Product & Tech Initiative Lead Jodie Hopperton on June 24, 2025. 

As always, thanks for reading, sharing, contributing, and being a part of the INMA community. We look forward to what 2026 brings for the industry and the INMA family.

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