About this Webinar

Kicking off 2026, INMA President Gert Ysebaert will host INMA’s annual interactive Webinar that will look at the priorities facing news media over the next 12 months.

The hour-long scene-setting interview will be in conversation with INMA CEO Earl Wilkinson and will break down some key issues ahead for news media:

• The search collapse – Traffic from Google and social platforms is drying up. Publishers must own their discovery channels.
• The AI reckoning – AI shifts from productivity tool to strategic weapon — for content, audience, and revenue.
• Data as the new lifeline – First-party data becomes survival fuel as cookies vanish and privacy rules tighten.
• Subscriptions still have headroom – Growth continues, but success depends on smarter product design and retention.
• Brand over volume – Identity, trust, and differentiation matter more than scale or clicks.
• Culture catch-up – Newsrooms and leadership must modernise mindset and structure to match the tech era.
• Platform power plays – Fading traffic deals, changing algorithms, and AI integrations put publishers on defense.
• Freedom and trust under fire – Political pressure, misinformation, and audience fatigue test journalism’s credibility.
• Revenue reinvention – Ads evolve toward data-driven, high-value partnerships; diversification is essential.
• Purpose and optimism resurface – Successful publishers lean into mission, emotion, and relevance to reconnect with audiences.

Beyond the conversation between Gert and Earl, the Webinar will give INMA members the opportunity to ask any questions about the news industry – or INMA.