If I’m going to predict the future, I find it useful to return to the past. As a kid, I wanted to be a journalist because I dreamed of seeing the world, meeting people who were different from me, and telling their stories. I suspect many of us were drawn to journalism for similar reasons: curiosity, connection, and the desire to bring untold stories to light.

Somewhere along the way, the industry lost that focus, replacing it with talking heads, soundbites and clickbait. Audiences saw through this. They lost trust. We can talk about AI and subscription pricing models till the next election cycle, but none of that matters if we’ve lost sight of our why.

In 2025, journalism has an opportunity to return to its roots by embracing what I’ll argue is a loud and clear consumer demand for long and deep authenticity. Audiences crave deep, meaningful conversations that represent the broad, nuanced spectrum of who we are, what we think, and what we believe. And the answer is the very thing that we let die at the hands of the trendy listicle: longform.

Despite assumptions about shrinking attention spans, audiences are showing a clear preference for longform content.

• Video: The average length of top-performing YouTube videos averages 20 minutes.
• Podcasts: 61% of podcast listeners prefer episodes over an hour long.
• Books: Nonfiction print book sales are projected to grow by 25% in 2026.
• Newsletters: Substack surpassed 2 million paid subscribers in 2023, and the average reader spends 12 minutes reading per newsletter.

These trends are a testament to one thing: When the content is compelling and authentic, people are willing to invest their time.

The success of longform content across platforms is a wake-up call for journalism. Here’s how this shift can shape the future of journalism:

• Rebuilding trust through nuance: Audiences are increasingly skeptical of quick-hit headlines and overly simplified narratives. Longform formats — whether through podcasts, newsletters, or extended features — allow journalists to explore topics in greater depth, building trust by showing all sides of a story. Trust isn’t just about accuracy; it’s about transparency and the willingness to engage with complexity.
• Engaging audiences as partners, not consumers: Podcasts and newsletters have taught us that audiences want a personal connection to their content creators. They don’t just want to consume news; they want to feel part of the story. This is an opportunity for journalists to build relationships with their readers, listeners, and viewers by sharing not only the “what” but the “why” behind their reporting.
• Reclaiming journalism’s original purpose: At its core, journalism is about connection — connecting people to ideas, experiences, and each other. Longform storytelling gives us the space to honor that mission, allowing audiences to step into someone else’s shoes and truly understand the world in all its complexity.

Trust in journalism has been eroding for years, and we’ve finally reached the tipping point. Journalism has become exclusive. Whether you’re in the machine or consuming the machine, you need to say the right thing and have the right ideas. Nobody feels like they are represented by traditional media. If an institution isn’t for you, how can you trust it?

Longform storytelling offers a path to rebuild that trust. Longform gives participants the space to provide context and explore nuance. Audiences don’t just want the “what” of a story; they want to understand the “why” and “how.” When journalists take the time to explain these layers, it signals respect for the intelligence and curiosity of their audience.

Moreover, longform formats allow for transparency. Podcasts feature unedited conversations where interviewers and guests can openly discuss biases, uncertainties, and the complexities of an issue. This kind of openness builds credibility because it mirrors how audiences process information in their own lives: through dialogue and exploration, not soundbites.

Rebuilding trust is not just about producing better stories; it’s about reestablishing a relationship with the audience. Longform journalism creates that connection, offering readers, listeners, and viewers something more substantial — a sense that their time, attention, and intellect are valued. In 2025, this is the key to journalism’s survival.

Journalism’s future lies in its past: the original mission to explore, connect, and tell stories that matter. By returning to storytelling and holding space for conversations that respects the audience’s intellect and curiosity, journalism can rebuild the trust it has lost and secure its role in shaping a connected world.