Nieman Lab.
Predictions for
Journalism, 2025.
General Douglas MacArthur once said, “In war, there is no substitute for victory.” In 2025, the media will heed this wisdom as it adopts an insurgent strategy to transition from survival to sustainability. Rather than playing by the rules of dominant platforms and entrenched forces, media organizations will redefine the battlefield, leveraging unconventional approaches to disrupt the status quo and reclaim their relevance.
Insurgents succeed because they know exactly what they are fighting against. The media industry must confront bad actors — whether misinformation campaigns, coordinated attacks on journalism, or exploitative platforms — with precision and determination. Incrementalism is no longer an option. Media insurgents must act with urgency and boldness, recognizing that the stakes are nothing less than the future of an informed public and a functioning democracy.
Like insurgents in warfare, the industry will prioritize agility, asymmetry, and the mobilization of resources. Instead of competing directly with platform-driven giants, media organizations will exploit vulnerabilities — emphasizing niche storytelling, hyper-personalized content, and community-driven initiatives. They will leverage emerging technologies like AI to streamline processes and amplify their storytelling capabilities. Collaboration will be key: Media insurgents will actively enlist allies from inside and outside journalism, forging partnerships that turn shared interests into collective power.
To truly succeed, media organizations must embrace what might sound heretical: propagandizing their mission — not with bias, but with conviction. Building a belief in journalism and civic engagement must start early, through initiatives like funding civic education programs, partnering with schools and places of worship, and integrating journalism into the curriculum. The insurgent knows that support is earned by defining the fight clearly and compellingly. There are only two outcomes: victory or defeat. And defeat becomes inevitable when the mission is left in the hands of others.
The insurgency will also punch back. Media organizations, intermediaries, and funders must develop robust countermeasures to debunk false narratives, expose bad actors, and protect the integrity of information platforms. Through transparency, advanced fact-checking, and strategic partnerships, they will respond with speed, accuracy, and moral authority, reinforcing their role as defenders of truth.
This insurgency will transform the media industry from defensive survival to offensive resilience. By embracing clarity of purpose, bold action, and collective resolve, the media will reclaim its role as an indispensable pillar of democracy. The stakes are clear, the fight is inevitable, and victory belongs to those who act decisively and refuse to let others define their story.
Saba Long is executive director of Atlanta Civic Circle.
General Douglas MacArthur once said, “In war, there is no substitute for victory.” In 2025, the media will heed this wisdom as it adopts an insurgent strategy to transition from survival to sustainability. Rather than playing by the rules of dominant platforms and entrenched forces, media organizations will redefine the battlefield, leveraging unconventional approaches to disrupt the status quo and reclaim their relevance.
Insurgents succeed because they know exactly what they are fighting against. The media industry must confront bad actors — whether misinformation campaigns, coordinated attacks on journalism, or exploitative platforms — with precision and determination. Incrementalism is no longer an option. Media insurgents must act with urgency and boldness, recognizing that the stakes are nothing less than the future of an informed public and a functioning democracy.
Like insurgents in warfare, the industry will prioritize agility, asymmetry, and the mobilization of resources. Instead of competing directly with platform-driven giants, media organizations will exploit vulnerabilities — emphasizing niche storytelling, hyper-personalized content, and community-driven initiatives. They will leverage emerging technologies like AI to streamline processes and amplify their storytelling capabilities. Collaboration will be key: Media insurgents will actively enlist allies from inside and outside journalism, forging partnerships that turn shared interests into collective power.
To truly succeed, media organizations must embrace what might sound heretical: propagandizing their mission — not with bias, but with conviction. Building a belief in journalism and civic engagement must start early, through initiatives like funding civic education programs, partnering with schools and places of worship, and integrating journalism into the curriculum. The insurgent knows that support is earned by defining the fight clearly and compellingly. There are only two outcomes: victory or defeat. And defeat becomes inevitable when the mission is left in the hands of others.
The insurgency will also punch back. Media organizations, intermediaries, and funders must develop robust countermeasures to debunk false narratives, expose bad actors, and protect the integrity of information platforms. Through transparency, advanced fact-checking, and strategic partnerships, they will respond with speed, accuracy, and moral authority, reinforcing their role as defenders of truth.
This insurgency will transform the media industry from defensive survival to offensive resilience. By embracing clarity of purpose, bold action, and collective resolve, the media will reclaim its role as an indispensable pillar of democracy. The stakes are clear, the fight is inevitable, and victory belongs to those who act decisively and refuse to let others define their story.
Saba Long is executive director of Atlanta Civic Circle.
