11 March 2025

A century of FIPP Congress: 100 years of magazine media evolution

From the early days of print to the rise of digital innovation, FIPP’s congresses have always been a reflection of the dynamic shifts in the media industry. This article looks back at the key moments, trends, and challenges discussed over the past 100 years, highlighting how the industry’s leaders have navigated change and shaped the future of media.

FIPP Congress 2022–2024: Redefining media in Cascais

Over the course of three consecutive years, FIPP held its annual congress in Cascais, Portugal marking a unique period of continuity in the event’s century-long history. While the venue remained the same, the publishing industry’s challenges and priorities evolved rapidly, from finding a way through a post-pandemic world, to reckoning with issues of trust, business sustainability, and emerging technologies.

Key themes that emerged throughout this period included:

The evolution of business models: Shifts in revenue strategies, from subscriptions to new digital
Consumer trust and engagement: Changes in audience behaviours and strategies to combat misinformation.
Regulatory and ethical concerns: How discussions around data privacy, media consolidation, or platform power evolved.
Monetisation methods.
The role of technology: How AI, automation, and new platforms shaped publishing innovation.

FIPP Congress 2022: A post-pandemic world

Industry context

In 2022, the media industry grappled with post-pandemic shifts, economic uncertainty, and rapid technological change. Streaming platforms faced a reckoning as subscriber growth slowed, leading to cost-cutting and ad-supported models. Traditional publishers struggled with declining ad revenue and rising costs, while print continued its niche resurgence and podcasts and newsletters flourished. Social media saw upheaval, with Twitter’s chaotic Elon Musk takeover and TikTok’s rising dominance. The industry navigated a fragmented, attention-driven market, balancing innovation with sustainability in an era of shifting consumer habits and regulatory scrutiny.

Key themes and topics

Industry leaders addressed the challenges of a post-Covid world, the ongoing impact of the Ukraine war and the fight against mis- and disinformation. Key discussions centred on navigating revenue disruption, driving advertising innovation, and the resurgence of newsletters,. There was also a strong focus on the shift from third- to first-party data, and advancing diversity and inclusion.

Featured presentations

‘The beginning of forever and how not to be left behind’: INNOVATION consultants Juan Señor and Inés Bravo presented their annual report on behalf of FIPP, Innovation in Media World Report, discussing new and solid business models – but also encouraging publishers to build more intimate relationships with their audiences and tailor better products to reach them.
‘Commercial sustainability in journalism: A global view of the news industry’s greatest challenge’: FT Strategies’ Lisa Macleod asked – at a time when pressures on journalism and threats to democracy are greater than ever, how do news organisations not only survive, but thrive?
‘How magazine in India collaborated during the pandemic to re-imagine the publishing model’: Srini Balasubramanian (Vikatan Group), Manoj Sharma (India Today Group), and Anant Nath (Delhi Press) shared how during the pandemic, Indian publishers launched Dastaan Hub for branded content and pioneering new distribution models, including a subscription platform and Indian Post partnership.

FIPP Congress 2023: The AI ‘crisis’

“All content is not created the same. We spend an enormous amount of time and money training journalists, [and] investing in the content that we create, and that results in a quality product that our consumers are passionate about. We need to do a much better job at selling the virtues of that product.”
– James Hewes, Former President and CEO, FIPP

Industry context

The industry adapted to shifting business models, audience behaviour, and the increasing influence of artificial intelligence – which was driving efficiency but raising ethical and copyright concerns. Newsrooms experimented with AI-generated content, while publishers fought to protect their intellectual property. Social media fragmentation deepened, with Twitter’s rebranding to X and regulatory scrutiny on platforms like TikTok. Economic pressures led to layoffs across major news and entertainment companies, while streaming services struggled to balance profitability with consumer demand. Trust in media remained fragile, with misinformation surging in an era of generative AI.

Key themes and topics

The 2023 Congress built on themes from 2022 while introducing new priorities, with a sharper focus on AI’s impact on content creation, copyright, and monetisation. Emerging trends highlighted shifts toward alternative business models, stronger industry collaboration, and a commitment to quality journalism and inclusivity in driving innovation, with the Ukrainian delegation’s resilience and digital innovation amidst the ongoing war serving as a powerful reminder of the industry’s potential to thrive even in times of crisis.

Featured presentations

‘Inside the war in Ukraine: Human, business and media resilience under extreme duress: Andrii Vdovychenko, CEO of Burda Media Ukraine, delivered a powerful and moving presentation at the FIPP World Media Congress, highlighting the incredible resilience of Ukrainian journalists during the Russian invasion. Despite their warehouse being bombed, staff working remotely, and constant internet disruptions, Vdovychenko and his team have continued to produce vital content, helping Ukrainians navigate the ongoing crisis.
‘The AI age’: Gonçalo Gil Barreiros (Sá Miranda & Associados), Carlos Eugénio (Visapress), Isabel Reis Rodrigues (Cofina) discussed why and how copyright – now more than ever – is a critical catalyst for quality assurance and revenue generation in business models.
‘National Geographic Historia: Creating and launching a brand that spans continents’: Gonçalo Pereira, Editor-in-Chief of Historia NG, presented to the audience How National Geographic Historia went from a small publishing house to a multi-million-euro company bucking print trends across continents.

Impact and emerging priorities

AI and intellectual property: Concerns grew over how AI models use publishers’ content, with calls for stronger copyright protections and fair compensation for media organisations.
Sustainability of search-based revenue: The rise of AI-driven search posed a potential threat to ad-based business models, prompting discussions on alternative revenue streams.
Quality journalism advocacy: With misinformation and AI-generated content on the rise, publishers emphasised the need to highlight and protect the value of professional journalism.
Inclusivity as a driver of innovation: FIPP reinforced the importance of diverse perspectives in fostering industry growth and shaping future media innovations.

FIPP Congress 2024: A print renaissance?

“Paper is the new yoga, and in a fast paced digital age, the tactile and mindful nature of paper is an unexpected ally for Gen Z and Millennial’s mental health.”
– Irene Smit, Creative Director, Flow Magazine

Industry context

By 2024, AI’s influence on media was undeniable, transforming content creation, distribution, and personalisation. Publishers sought to harness AI while safeguarding editorial integrity, and legal battles over AI training data intensified. Meanwhile, print showed resilience, with niche and luxury titles finding new audiences despite broader industry challenges. Economic pressures persisted, leading to consolidation and further shifts in business models. Trust and credibility became focal points, as AI-generated misinformation grew more sophisticated.

Key themes and topics

Main focus: The 2024 Congress continue to focus on the impact of AI and tech innovation, but delegates also explored the enduring appeal of print, evolving monetisation strategies, the need to engage future generations, and build audiences and communities, and how to foster sustainable practices within the industry.

Featured presentations

‘Axel Springer’s transformative AI agenda’: Mathias Sanchez, Senior VP of Global Strategic Partnerships, explained how pioneering AI partnerships, collaborations and ingenuity have held the key to Axel Springer’s media success.
‘The luxe ledger’: Luxury publishing thrives on exclusivity, high-quality content, and bespoke experiences, catering to affluent readers’ desire for prestige and tactile engagement while innovating with digital integration and diverse revenue streams. Speakers from three continents – Manuela Kampp-Wirtz (Burda Verlag, Germany), Ntokozo Maseko (YourLuxury Africa, South Africa) and Xia Fan (Huasheng Media, China), explored why this remains the case.
‘Paper therapy: How paper is the unexpected ally for Gen Z and Millennial mental health’: Irene Smit, creator of Flow Magazine, explored the connection between paper and mental health. She discussed how tactile activities like reading magazines, journaling, and vision boarding can help reclaim focus and creativity, helping younger generations slow down and better navigate today’s fast-paced, digital environment.
‘The sustainability imperative: Paper practices driving environmental preservation’: Niina Niemelä (UPM Communication Papers) explored the evolving regulatory landscape reshaping sustainable business practices within the paper sector, sharing valuable insights into the latest climate action initiatives and the critical role of sustainable forest management in preserving biodiversity.

Breakthroughs and future outlook

Over the three years, as industry leaders faced increasing challenges, the tone of discussions at the FIPP World Media Congress balanced fundamental concerns and cautious optimism about the opportunities of the future. Leaders showed more alignment on the need for innovation and adaptation, though divisions persisted on AI’s role and the future of print. Resilience grew, as publishers shifted focus from survival to embracing innovation and long-term transformation, developing sustainable, resilient business models and engaging future generations.