Q: What do you see as the publishing’s industry’s main achievements over the past twelve months?
Jacqui: The last twelve months have seen dramatic changes to the publishing landscape. In the past, Google signposted to publisher content and publishers delivered, optimising their stories for visibility. Now Google has integrated AI and AI chatbots are increasingly answering reader queries, the search space for media owners has shrunk, with recent reports suggesting Google traffic to publishers has declined by one third globally over the past year.
But there’s been a huge response by some of the biggest media organisations. Daily Mail outlined a clear ambition to deliver 1 million subscribers by 2027, while also doubling down on investment in social platforms through the launch of dmg newmedia and Creator Media, putting creators front and centre and capitalising on its extraordinary TikTok audience growth over the past few years. Last year also saw many publishers pivot to paywalled content for the first time or set out plans to increase video and audio content.
Media organisations are accustomed to constant change, but I’m still struck by how rapidly the industry adapts and responds.
Chris: The past twelve months have arguably been some of the toughest the digital publishing industry has faced, which makes its achievements even more significant. Amid declining referral traffic, platform volatility, and the rapid rise of AI-driven search, publishers have shown real resilience by adapting their strategies rather than standing still.
One notable achievement has been a renewed emphasis on credibility and accountability. Bylines and identifiable authorship have become more important as trust has become harder to earn in an increasingly synthetic media landscape. That shift reinforces what remains defensible for publishers: original voices, lived experience and human-led insight.
We’ve also seen meaningful innovation in formats and engagement. Publishers have invested more heavily in newsletters, video, podcasts and community-led products, recognising that attention now has to be earned rather than captured passively. In many ways, pressure has driven creativity. Some of the most compelling, award-worthy strategies will have emerged precisely because publishers have had to work harder to curate, contextualise and add value for their audiences.
Q: Moving forward, what do you see as the main opportunities facing publishers?
Jacqui: The future of the internet is conversational. We’re seeing a shift away from the Search Engine Results Page – a list of links that the user has to click on and evaluate – towards a personalised dialogue and an internet that synthesises information for you. I’ve seen it described as evolving from a massive library where you have to choose and read the books to a personal assistant who has already read all the books in the library for you.
Meanwhile, we have the creator economy exploding in size and significance, fuelled by platforms such as TikTok, YouTube and Substack and people following personalities and niche communities of things they love.
In this environment, publishers need to differentiate themselves and reinforce the values of editorial rigour, integrity and (IPSO) regulation in these spaces. They need to provide personalised, conversational experiences and communities for audiences while also ensuring their journalists and brands stand out with trusted, quality content, cutting through the noise.
Chris: The biggest opportunity for publishers is to strengthen direct relationships with audiences at a time when traditional discovery routes are becoming less reliable. As GenAI increasingly mediates access to information, publishers are being pushed to reduce dependency on search and social platforms and instead own the relationship through subscriptions, newsletters, video and communities.
There is also an opportunity to double down on what AI cannot easily replicate. Truly human content, original thinking, opinion, expertise and lived experience are likely to become scarcer and therefore more valuable in an AI-saturated environment. Video in particular, offers a sense of authenticity and personality that makes it more resilient than text alone.
At the same time, publishers can use AI intelligently to support, rather than replace, their strategies. Tools that improve content categorisation, tagging, and analysis can help publishers better understand what they produce, where they have authority, and how they compare with competitors. Used well, this insight enables clearer positioning and more deliberate growth.
Q: With regards to AI, where should publishers be focusing their attention over the next twelve months?
Jacqui: AI can’t replace quality journalism. It can’t break exclusives, challenge those in power, conduct interviews or produce authentic opinions. And it can’t generate an advertising campaign that fully connects with an audience and sparks the kind of emotional response that drives behaviour change. But it can do a lot of the heavy lifting and automation of tasks that take up valuable time in a journalist or marketer’s day and it can provide us with better data analysis and insight than ever before. The question is no longer whether news organisations will be using AI but whether they will be using it well. The focus should be on solving real issues, reducing time spent on tasks that don’t require human creativity and connection and improving user experiences.
Chris: Publishers should focus less on wholesale automation and more on selective, strategic applications of AI. A test-and-learn approach is critical, as moving too quickly risks damaging trust with audiences and advertisers alike. AI’s most immediate value lies behind the scenes: improving workflows, analysing data and enhancing discoverability.
AI can play a meaningful role at the production stage by helping categorise content, apply intelligent tagging and surface patterns around what performs and why. This allows publishers to better understand what they currently publish, identify gaps and make more informed decisions about future content. It also supports discoverability in an evolving search landscape where traditional SEO helps content be found, but emerging generative optimisation helps it be understood.
Equally important is recognising where AI should not lead. Content without clear authorship or accountability risks blending into the noise. Publishers should protect bylines, expertise and editorial judgment, focusing AI efforts on amplification and insight rather than substitution.
Q: What skill sets should publishers be looking to develop further?
Jacqui: Publishers should be absolutely encouraging basic AI literacy, so people understand how to get the best out of the tools, how to spot where AI is being used and how to move beyond treating chatbots like search engines. Generative AI should be treated as a trusted advisor that can challenge, enhance and improve your decision-making. Suspicion and fear is still lingering around AI, preventing many from making the most out of it. But there are myriad ways in which it can free up time for people, improve output and unlock value for publishers.
Chris: A deeper understanding of audience behaviour is now essential. Publishers need to move beyond surface-level metrics and understand intent, loyalty and value, what audiences trust, what they return for, and what they are willing to pay for. This insight should inform not just content creation, but format, distribution and commercial strategy.
Equally important is analytical capability. Intelligent tagging and content analysis enable publishers to understand their strengths, track their share of voice, and monitor competitors in a more structured way. These skills help publishers decide which areas to double down on and which are already saturated or vulnerable to AI commoditisation.
Publishers also need stronger storytelling skills when engaging advertisers and partners. Being able to articulate why trusted environments, identifiable voices and engaged audiences matter, particularly in contrast to AI-generated scale, is critical. The ability to bridge editorial authority with commercial clarity will increasingly define successful publishing teams.
Q: What are the main challenges facing publishers today and what should publishers be doing to meet those challenges?
Jacqui: Many publishers still rely on transient audiences and referral traffic – a leaky colander in the user funnel. Build strong direct audiences, driving and rewarding loyalty and using first party data effectively to optimise engagement, develop better user experiences and increase advertising effectiveness.
Chris: The primary challenge facing publishers is the erosion of predictable traffic, particularly from search, as AI-driven experiences accelerate zero-click behaviour. This makes audience acquisition harder at the same time as competition for attention intensifies. Trust is also under pressure, with audiences increasingly sceptical of anonymous or machine-generated content.
To meet these challenges, publishers need to be intentional. That means prioritising identifiable authorship, expertise and accountability, and focusing on content that adds perspective rather than simply answers questions. Explainers and how-tos may increasingly be absorbed by LLMs, but insight, opinion and analysis remain more resilient.
Publishers should also diversify discovery strategies, balancing traditional SEO with newer optimisation approaches, while investing in social, video and other traditional media channels. By understanding how different audience needs map to different content types and platforms, publishers can adapt without losing their identity.
Q: What should the winners of an AOP Digital Publishing Award do to fully capitalise on their success?
Jacqui: Achievement multiplies when it is shared. Let your recognition open doors for others and use your talent to raise your whole team, community or support the wider industry.
Chris: Winning an AOP Digital Publishing Award should be treated as a significant strategic lever, not just a moment of recognition (albeit a wonderful moment!). Awards reinforce credibility and trust, which are increasingly valuable commodities in today’s media environment. Publishers should actively use that validation in audience messaging, commercial conversations and brand positioning.
Q: What are you most looking forward to on Awards night?
Jacqui: I love this industry and I’m looking forward to sharing the evening with colleagues and friends and seeing all the talent and creativity on show.
Chris: Awards nights are one of those rare chances to actually be in a room together as peers, look up from the dashboards, and celebrate the fantastic work that’s been happening under genuinely challenging conditions. This year especially feels like a moment to recognise the resilience, creativity, and pure hard work that’s been going on, often despite shrinking teams, shifting platforms, and an increasingly turbulent media landscape.
About the AOP Digital Publishing Awards
The AOP Digital Publishing Awards celebrate the individuals, teams, and publishing excellence which are driving success for publishers of quality, online content. For all awards information, please see here; information on how to enter can be found here.
Awards timetable
- Thursday 12th March: Deadline for entries
- Thursday 23rd April: Finalists announced
- Thursday 11th June: Awards ceremony & dinner
For further information or any questions, please contact Rachel on awards@ukaop.org
