Mediahaus bets future on ‘signature journalism’

Gert Ysebaert, CEO of Mediahuis, is at the forefront of media transformation as he leads efforts at the multinational publisher to adapt to a rapidly changing landscape. In an interview with The Drum, Ysebaert shared insights into the company’s recent growth and the role that AI is playing in shaping the future of journalism.

Ysebaert noted that over half of the company’s subscribers now consume content digitally or through a hybrid of digital and print options. The focus for the upcoming year is on enhancing the value of digital subscriptions, evolving them into “essential subscriptions” by offering unique independent journalism alongside valuable services such as the RouteYou walking app, puzzles and e-books.

On the revenue front, the organisation highlights that about 30% of its news business income is derived from advertising, with the remaining 70% sourced from reader-based revenue, including subscriptions and e-commerce. As the market shifts, Ysebaert affirmed the publisher’s commitment to maintaining independence in their journalism and providing a distinct service to the public.

Ysebaert elaborated on the transformative impact of AI in the newsroom. He said that generative AI is being harnessed for tasks such as producing routine content, which allows journalists to devote more effort to in-depth investigating writing. Additionally, AI tools are employed in writing, editing, researching and analysing large datasets, further emphasising AI’s significance in streamlining news production and distribution.

Nonetheless, the integration of AI presents challenges, particularly concerning copyrights for original content created by journalists. Ysebaert underscored the importance of protecting Mediahuis’ investment in high-quality journalism amid evolving user behaviours influenced by AI and shifting search experiences.

Ysebaert described Mediahaus’s relationship with the tech giants as complex: while these platforms assist in audience reach, they are also competitors in the advertising market. Consequently, Mediahuis is keen on maintaining a competitive landscape that guarantees fair play while safeguarding copyright laws. “Safeguarding the value of our content and the integrity of journalism remains a priority in all our dealings with tech players,” he said. “Striking the right balance between collaboration and safeguarding our interests is an ongoing effort, and we approach this relationship with careful consideration.”

In discussing innovative strategies, Ysebaert explained Mediahuis’ commitment to creating a unified technology environment across its various brands and regions. “By consolidating our tech platforms and tools across all our countries, entities and brands, we’re creating a more efficient and scalable environment that supports innovation across the group,” he said.

While subscriptions remain central to Mediahuis’ business model and future growth, Ysebaert acknowledged that the free content model must continue to exist for non-subscribers. The company intends to engage younger audiences and encourage them toward a subscription model without alienating casual readers.

Building a strong brand in the current media landscape necessitates dependence on reliable journalism, Ysebaert posited. “Signature journalism,” as it is termed at Mediahuis, aims to foster distinctive reporting that offers unique insights aligned with each outlet’s character, resonating particularly within local communities.

Regarding media consumption trends across different regions, Ysebaert pointed out that while general trends such as the digital shift are evident, the adaptation pace varies. For instance, markets like the Netherlands exhibit greater digital penetration compared to others like Germany or Ireland, requiring tailored strategies to address specific market needs.

On the advertising front, Ysebaert expressed confidence in the continuing relevance of news media, despite challenges in print advertising. He emphasised the importance of creating a strong digital strategy that collects first-party data, enabling the company to respond adeptly to advertisers’ evolving requirements. He also highlighted strategic alliances formed within local markets to bolster competitiveness against large tech rivals.

Ysebaert confirmed that podcasts have become a significant area of investment, attracting a younger demographic and providing a unique platform for journalism. The strategy hence revolves around leveraging advertising revenue through this medium whilst exploring integration within the subscription ecosystem.

Looking ahead, Ysebaert foresees a fragmented media landscape that will challenge traditional journalism to maintain its role. He identified three core challenges: increasing societal polarisation demanding balanced journalism, the need to engage younger audiences, and the dual-role of AI as both an opportunity and a disruptor. He believes that, if strategically approached, these challenges can be converted into opportunities for the industry, particularly through enhancing trust and engagement.

Source: Noah Wire Services