How Advisors Can Navigate the New Newsroom Normal in 2025
Last year, the media industry weathered a deluge of bad news: according to the Associated Press, two newspapers closed weekly in the US. Yet, there was also an encouraging – and dizzying – amount of entrepreneurial movement: from the same report, 212 digital news sites were created in 2023 (including 30 former newspapers that converted to digital only), and 131 closed for a net gain of 81.
“The Big Media Era is Over”
Earlier this fall, Axios proclaimed that the news industry has been irrevocably splintered and the “big media era is over.”
This fracturing isn’t a surprise. Consider your news sources: likely a mix of traditional print and digital from national and regional outlets, trade publications to support your industry knowledge, podcasts, and other influencer-driven social content.
So while a placement in The Wall Street Journal or The New York Times might still be the dream, it’s become more challenging than ever, given the competition and limited newsrooms. Targeting audiences must entail a more thoughtful strategy that explores different mediums.
So, what should financial professionals make of these changes? And how can you reach your target audiences in this new normal?
Relationships (and PR Pros) Remain as Important as Ever
It’s no secret that in the years ahead, the media relations industry will see a stronger convergence of marketing and PR, where earned media programs must plan on some portion of paid budgets to sustain their thought leadership goals. Here are five ways to consider your participation in the ecosystem:
Identify and show up for the journalists whose work you care about. Similar to how you might prospect clients, select 3-4 journalists you respect. Find ways to add value, like subscribing to their Substack or podcast and sharing their content widely with your network. Offer valuable insights, respect their deadlines (don’t forget to factor in time for compliance review!), and introduce them to other sources who can help.
Evaluate and modify each interactive sponsorship opportunity to bolster your brand. Get creative and evaluate webinars or paid thought leadership opportunities, especially if editorial isn’t an option.
Understand when it’s big news for you vs. big news for the industry or your clients. While the press release isn’t dead yet, it should only be used for major company updates or announcements. Don’t waste time or budget distributing a press release when the news is better suited to be shared in a newsletter, on social media, or your blog.
Sniff out the bad actors. While budgets are lean, the line between editorial and advertising remains and must be respected. If a writer singlehandedly promises to include you as a source or give you a higher priority in an article for a fee, it’s probably not journalism.
Consider writing more content. Publications like Forbes, Entrepreneur, Inc., and Kiplinger all have programs where you can regularly contribute articles. It’s a great way to position yourself as a thought leader on your own terms. Most industry trade publications also accept articles but read up on the editorial guidelines before submitting anything.
Undoubtedly, the media landscape will continue to evolve in the year ahead. Having a PR professional in your corner who has your best interests at heart and understands the media landscape will be critical to help make these opportunities work harder for you.
You can also read this article on WealthManagement.com.