03 July 2025

“Media brands need to fundamentally rethink their business models”: Andrea Davies to speak at FIPP Congress

At Time Well Spent, Andrea Davies is leading a bold evolution beyond traditional publishing models. Ahead of her session at the FIPP World Media Congress, she shares why clarity of purpose matters more than ever, how niche audiences fuel sustainable media businesses – and why the future lies in connecting content directly to commerce.

You’ve worked across the intersection of content, purpose, and brand. What drives your work today?

Clarity of purpose always drives me – no matter what the business is. Understanding why you exist is foundational. At Time Well Spent, our purpose has become increasingly clear in recent months: we connect buyers and sellers through meaningful, high-quality content. Our heritage brands offer trust and authority, which are critical in driving transactions between buyers and sellers. But purpose alone isn’t enough – we also need to know that our activities will deliver sustainable growth in the future; as well as ensuring we are operating as effectively as we can.

What drives our work today is the balance of these three pillars: staying true to our mission and delivering high levels of satisfaction and value to both our readers and our commercial partners; operational discipline, and ensuring we prioritise activities which are sustainable and have longevity.

The name ‘Time Well Spent’ feels particularly resonant at the moment, with talk of a print revival and a desire for slower media experiences. What can other publishers learn from your approach to niche or enthusiast audiences?

Print still plays a central role in our business – it’s our largest revenue stream today – but we’re realistic about its trajectory and it requires operational discipline. For us, efficiency isn’t just about cost-cutting; it’s about smart prioritisation – working with the right partners, focusing on premium quality, and knowing when to consolidate titles without losing brand value. When a print product is no longer viable, we will explore digital extensions, special editions, and new formats. But we are not hostage to the print format.

Ultimately, our strength lies in understanding niche audiences deeply and building business models that serve them sustainably – content as both inspiration and a trusted guide to purchase. Increasingly, we see our content as a performance marketing engine for a new kind of retail experience in our sector. That’s the future for many specialist media businesses.

How can publishers better align content with audience values in an attention economy?

It starts with obsessing over your customer value proposition. Too many publishers can’t clearly articulate who their customers are, what problems they solve for them, or what unique value they offer. That’s a strategic gap. In an era of too much distraction and choice, you have to focus on delivering something which is truly valuable. Publishers need to treat this with the same rigour as product businesses do.

What trends or shifts are you currently seeing in how people consume media and assess its value?

We’re not chasing new readers for our print magazines anymore – we know that market will not sustain us. But what’s stayed constant is that our content influences buying decisions. That insight is driving a strategic shift. Instead of just serving media consumers, we’re now building a platform to consolidate and connect the fragmented retail ecosystem in our space – hunting, shooting, fishing – and guiding audiences seamlessly from inspiration to purchase. It’s about turning content into a commerce engine, and not just an editorial product.

How important is it for media brands to rethink how they measure success – not just in reach, but in impact?

It’s absolutely critical. Media brands need to fundamentally rethink their business models which includes redefining success metrics. Reach is an important metric but only if it drives long-term value creation for the business. Business owners must first work out How they are going to create long term value and then identify the metrics that matter.

What will you be discussing during your session at FIPP Congress?

I’ll be talking about how media businesses must pivot with purpose. For Time Well Spent, that means leading with the customer. We’ve completed the first phase: consolidating trusted print brands with strong heritage and audience. Now, we’re entering phase two – acquiring small independent ‘mom and pop’ retailers to build an integrated performance marketing ecosystem. Our content will need to not only engage but drive action and purchase.

We still value print, but we’re not constrained by it. Our media business will continue to exist but it will undoubtedly become smaller. We are not transforming or evolving it; rather we are using its assets to build a vertically integrated content-commerce platform alongside. But it is a separate business, with separate metrics and not all of the skills in one business will crossover to the other business. One cannot constrain the other.

What’s one powerful question every media leader should be asking right now?

Am I held hostage to a legacy business model – or am I ready to innovate with purpose to deliver real customer value and long-term value creation for my business? That question forces clarity. It separates those who will adapt and lead from those who will be left behind.

The FIPP World Media Congress takes place in Madrid, Spain, from 21-23 October 2025.

This event will bring together media professionals from across the globe for three days of insightful discussions, keynote presentations, workshops, and unparalleled networking opportunities. Whether you’re a seasoned industry leader or a rising innovator, the FIPP Congress promises to be an unforgettable gathering that will shape the future of media.

See the agenda here, the list of speakers here and book your place with the Summer Special Rate here.

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