Future of News Hinges on Gen Z Relevance, Not Just Revenue, Says Mediahuis Exec at WAN-IFRA Congress
At the World News Media Congress hosted by WAN-IFRA in Krakow, a compelling message resonated through the halls: journalism’s survival hinges not on monetization, but relevance. Speaking at one of the key sessions, the Future Audiences Monetization Lead at Mediahuis NV emphasized that the media industry’s real challenge isn’t just generating revenue — it’s reconnecting meaningfully with the next generation.
“What exactly do I do at Mediahuis?” the speaker began, echoing a question many in the industry face. “While my role sounds like a revenue job, it’s actually a relevance job.” The session struck a chord with delegates as the speaker unpacked how Gen Z’s relationship with news is driven not by apathy, but by unmet expectations.
“They care deeply — just differently. And we haven’t shown them why journalism matters to them.”
At the core of the talk was a call to action: journalism must evolve from simply being for Gen Z to being with Gen Z. This means building stories, platforms, and strategies that resonate with younger audiences on their terms — not through gimmicks, but through empathy, courage, and smart platform-native thinking.
Key takeaways included:
Creating journalism with Gen Z, not just for them
Engaging audiences where they already are, across platforms
Using KPIs that measure not just clicks, but connection and care
“There’s a mindset shift coming,” the speaker said. “And more leaders are finally realising this isn’t a side hustle — it’s core business. Because a future without future audiences isn’t a future at all.”
READ MORE: WAN-IFRA Congress 2025: World’s leading media minds to gather in Krakow to master Journalism’s New Playbook
Gratitude was extended to Valérie and WAN-IFRA for providing the stage, and to the global journalism community committed to innovation and meaningful change.
As media leaders left Krakow, the message was clear: to ensure journalism thrives, newsrooms must move beyond paywalls and platforms — and into the lives of the next generation.
