Nieman Lab.
Predictions for
Journalism, 2025.
This year could define the future of journalism — our Kendrick Lamar year.
We are classically trained to serve and defend democracy, and now we must deliver unmatched, impactful work that reclaims our place as the Fourth Estate. The influencers, haters, and imitators? They’re not like us.
But the threats are real. Technology has disrupted our industry, disinformation infects public discourse, and news consumption habits have shifted. Add a challenging advertising climate and costly lawsuits targeting truth-tellers, and this era is not just about survival — it’s about renewal.
Journalism must redefine its purpose and reconnect with audiences, particularly local communities. Our role has never been more vital.
We must rise to this challenge with Kendrick-like precision: thoughtful, impactful, and unapologetic. Writing — our craft’s core — must be sharper, richer, and distinctive. Newsrooms need to drop blinders, stop creating content for echo chambers, and focus on serving the people.
Our past work cannot carry us forward — we need action.
The Stakes
The media landscape has transformed. Social media influencers and podcasters dominate political discourse, while Elon Musk stakes his claim for X to over 106 million people, declaring “You are the media now.”
No. It’s still us — but it’s time to dig deep. Return to the lab, step into the booth, and show everyone our hunger.
Just as streaming disrupted the music industry, digital shifts and AI force journalism to rethink its relationship with audiences. Only those who stay authentic and innovative will rise above the noise.
The 2024 election showed that polls remain flawed, and talking heads often miss the ground truth. Journalism’s future isn’t about thought pieces that win praise in journalistic circles — it’s about delivering what communities need. Nontraditional outlets like The Joe Rogan Experience and The Breakfast Club became go-to platforms during the election. If your phone didn’t ring, it’s a clear signal: You’re no longer the gateway to millions.
Since 2005, the U.S. has lost one-third of its newspapers and two-thirds of its journalists. Misinformation has rushed into this vacuum, leaving communities vulnerable and the media struggling to adapt.
Trust in journalism is at an all-time low. Gallup reports only 31% of Americans trust the media, while “pink slime” journalism — sites spreading computer-generated disinformation disguised as news — thrives. Kate Starbird’s research highlights how misinformation thrives by exploiting collective sensemaking, muddying discourse, and distorting public perception. These pressures will test journalism’s craft, integrity, and resolve.
Challenges ahead
The stakes couldn’t be higher. Social media fragments audiences, siphons traffic, and buries trusted reporting in algorithms.
As a revenue executive in media recently remarked, our industry is “in the middle of a knife fight in a phone booth.” Sit in that.
Some won’t make it, and others won’t heed the call. But rebuilding trust starts with reinvesting in local journalism. It’s not just aspirational—it’s actionable. Pockets of excellence show the way forward.
A path forward
Accurate, deeply reported stories cut through the noise. Fact-checking, investigative work, and audience engagement are critical to combating disinformation. This is the time to prioritize community trust and factual accuracy, using subject matter expertise — and tools like Smart Brevity — to distill complexity without losing depth. Newsletters offer direct connections to audiences, and AI can enhance reporting by analyzing datasets. Newsrooms must reduce reliance on third-party algorithms and build loyal audiences on their platforms.
The industry must redefine its relationship with technology, creating new tools that empower journalists and audiences. Journalism needs to cultivate an insatiable appetite for the work only we can do.
Now is the time to act boldly, innovate fearlessly, and serve all communities — not just the ones decision-makers know. The hunger for news hasn’t disappeared — it’s waiting to be fed with integrity, vision, and courage.
Kendrick reminds us that authenticity and quality always rise above. Journalism must do the same — set the standard, own the future, and leave no doubt about who still defines the game.
Delano Massey is managing editor of Axios Local.
This year could define the future of journalism — our Kendrick Lamar year.
We are classically trained to serve and defend democracy, and now we must deliver unmatched, impactful work that reclaims our place as the Fourth Estate. The influencers, haters, and imitators? They’re not like us.
But the threats are real. Technology has disrupted our industry, disinformation infects public discourse, and news consumption habits have shifted. Add a challenging advertising climate and costly lawsuits targeting truth-tellers, and this era is not just about survival — it’s about renewal.
Journalism must redefine its purpose and reconnect with audiences, particularly local communities. Our role has never been more vital.
We must rise to this challenge with Kendrick-like precision: thoughtful, impactful, and unapologetic. Writing — our craft’s core — must be sharper, richer, and distinctive. Newsrooms need to drop blinders, stop creating content for echo chambers, and focus on serving the people.
Our past work cannot carry us forward — we need action.
The Stakes
The media landscape has transformed. Social media influencers and podcasters dominate political discourse, while Elon Musk stakes his claim for X to over 106 million people, declaring “You are the media now.”
No. It’s still us — but it’s time to dig deep. Return to the lab, step into the booth, and show everyone our hunger.
Just as streaming disrupted the music industry, digital shifts and AI force journalism to rethink its relationship with audiences. Only those who stay authentic and innovative will rise above the noise.
The 2024 election showed that polls remain flawed, and talking heads often miss the ground truth. Journalism’s future isn’t about thought pieces that win praise in journalistic circles — it’s about delivering what communities need. Nontraditional outlets like The Joe Rogan Experience and The Breakfast Club became go-to platforms during the election. If your phone didn’t ring, it’s a clear signal: You’re no longer the gateway to millions.
Since 2005, the U.S. has lost one-third of its newspapers and two-thirds of its journalists. Misinformation has rushed into this vacuum, leaving communities vulnerable and the media struggling to adapt.
Trust in journalism is at an all-time low. Gallup reports only 31% of Americans trust the media, while “pink slime” journalism — sites spreading computer-generated disinformation disguised as news — thrives. Kate Starbird’s research highlights how misinformation thrives by exploiting collective sensemaking, muddying discourse, and distorting public perception. These pressures will test journalism’s craft, integrity, and resolve.
Challenges ahead
The stakes couldn’t be higher. Social media fragments audiences, siphons traffic, and buries trusted reporting in algorithms.
As a revenue executive in media recently remarked, our industry is “in the middle of a knife fight in a phone booth.” Sit in that.
Some won’t make it, and others won’t heed the call. But rebuilding trust starts with reinvesting in local journalism. It’s not just aspirational—it’s actionable. Pockets of excellence show the way forward.
A path forward
Accurate, deeply reported stories cut through the noise. Fact-checking, investigative work, and audience engagement are critical to combating disinformation. This is the time to prioritize community trust and factual accuracy, using subject matter expertise — and tools like Smart Brevity — to distill complexity without losing depth. Newsletters offer direct connections to audiences, and AI can enhance reporting by analyzing datasets. Newsrooms must reduce reliance on third-party algorithms and build loyal audiences on their platforms.
The industry must redefine its relationship with technology, creating new tools that empower journalists and audiences. Journalism needs to cultivate an insatiable appetite for the work only we can do.
Now is the time to act boldly, innovate fearlessly, and serve all communities — not just the ones decision-makers know. The hunger for news hasn’t disappeared — it’s waiting to be fed with integrity, vision, and courage.
Kendrick reminds us that authenticity and quality always rise above. Journalism must do the same — set the standard, own the future, and leave no doubt about who still defines the game.
Delano Massey is managing editor of Axios Local.
