Almar Latour, Publisher of WSJ, on why 2025 will define the future of media
At a time of "maximum insecurity" for media, can publishers turn disruption into opportunity and redefine journalism's future?
On Thursday, January 16th 2025, at the MACMA "Interactive Keynote Leadership Forum," Almar Latour, CEO of Dow Jones and Publisher of The Wall Street Journal, delivered a bold keynote that challenged the media industry to confront its future head-on. Held virtually and made free for a global audience, the event was a call for publishers to view 2025 not as a year of crisis but as an unprecedented opportunity to reshape their destiny.
Latour’s address, steeped in realism, pulled no punches about the financial pressures, trust issues, and tech disruptions reshaping the industry. Yet his message was one of optimism: with the right strategies and leadership, publishers can not only weather the storm but thrive in the years ahead.
Challenges as catalysts
Latour framed the current disruption in the industry as a double-edged sword, filled with challenges but brimming with potential for transformation. “We’re at an inflection point,” he said, identifying key pressures such as financial instability, increasing misinformation, and fierce competition from tech-driven platforms.
However, he pushed back against fatalism, urging publishers to recognize these threats as the breeding ground for innovation.
Every disruption is a chance to rewrite the rules. This industry’s greatest asset is its ability to adapt and evolve.
To meet these challenges, Latour proposed three core strategies:
Evolving Subscription Models: Incorporating dynamic pricing and paywall experimentation to maximize audience engagement and retention.
Leveraging Technology: Embracing generative AI, data analytics, and automation to amplify newsroom efficiency and tailor content to individual readers.
Strengthening Trust: Redoubling efforts to establish journalism as a reliable and transparent source of truth in an era of rampant misinformation.
Technology and trust: Cornerstones of success
Latour emphasized the symbiotic relationship between cutting-edge technology and the trust audiences place in publishers.
Trust as a Competitive Advantage
Amid the proliferation of content, trust has become increasingly scarce. Latour pointed to editorial integrity and transparency as the pillars for rebuilding that trust.
Publishers must engage with their audiences meaningfully, delivering reliable and value-driven content that reinforces loyalty.
Technology as a Force Multiplier
Generative AI, predictive analytics, and data tools are no longer optional—they’re vital for survival.
Latour encouraged publishers to use these innovations not just to streamline operations but to deepen their understanding of readers’ needs and preferences.
This is a moment to innovate boldly. Those who embrace it will define the next era of publishing.
Leadership in turbulent times
Latour’s keynote underscored that strong leadership is the linchpin of the industry’s future. He described the need for executives to remain adaptable, experiment with new business models, and foster cultures of resilience within their organizations.
Notably, Latour highlighted the role of small and mid-sized publishers as engines of experimentation. These publishers, often nimble and closer to their audiences, have the potential to test new ideas and serve as models for larger organizations.
Publishing has always been about understanding people. In 2025, it’s about meeting them where they are—digitally, locally, globally.
Why it matters
Latour’s vision for 2025 wasn’t just a call to action—it was a stark warning. The publishing industry must evolve, or it risks irrelevance. By embracing technology, fostering trust, and cultivating bold leadership, publishers can chart a path forward in an unpredictable world.
The stakes are clear: those who adapt will thrive. Those who don’t may not survive. For an industry defined by its ability to navigate change, 2025 is the year to prove its mettle.