About this Webinar

How news media leaders can navigate the shift from content abundance to value scarcity is the topic of this INMA Product & Tech Initiative Webinar.

As foundation models scale and AI re-shapes how audiences discover and consume information, media companies run the risk of being squeezed: caught between content that is neither indispensable nor distinctive.

In this session, Justin Kosslyn, a former Google product director, provides a clear, provocative framework, arguing that only two viable business models remain for news organisations — and that success depends on choosing one, not drifting between both.

The first is actionable insight: high-value, non-commodity information that helps audiences make decisions. Think short, economically meaningful intelligence — the kind of content people (or their companies) will pay for because it directly impacts outcomes.

The second is connection to community: building deep, identity-driven relationships with audiences through shared values, trust, and belonging. This model thrives on membership, personality, and parasocial engagement — where the brand represents something meaningful beyond the content itself.

Moderated by INMA Product & Tech Initaitive Lead, Jodie Hopperton, this session will explore:

• Why the “middle” of the market is collapsing with AI
• What distinguishes actionable insight from commodity content
• How community-driven models create defensible value
• What it takes — organisationally and culturally — to commit to one path

About Justin Kosslyn

Justin Kosslyn is a special advisor at Eurasia Group and interim publisher at GZERO Media. Previously, Kosslyn was the director of product management for Google's News Ecosystem, overseeing products such as Google Trends, Search Console, Reader Revenue Manager, Site Kit, Pinpoint, and R&D efforts in Generative AI. Before that, he was head of digital products at TED, the organisation behind TED Talks. He also spent a decade at Google Jigsaw, where he led teams developing software tools to enhance digital and information security. His work included managing Google's warnings for government-backed cyberattack targets and developing ClaimReview, a fact-checking tool now widely used across major tech platforms.