The traditional publishing model is under unprecedented pressure. Audiences are fragmenting across social platforms, creators, and streaming environments, AI is disrupting search and content discovery, and advertising revenues are increasingly controlled by the large technology platforms. Publishers are investing heavily in quality journalism and content, but the commercial models that have historically supported them are becoming increasingly difficult to sustain.

For brands and agencies, this raises a number of challenging questions. Where should advertising investment go when audiences no longer engage with media in traditional ways? How can advertisers balance scale, trust and measurable business outcomes? And are traditional media owners equipped to deliver what modern advertisers need and demand?

As publishers evolve into multi-platform media ecosystems that include journalism, social video, entertainment, creators, and commerce, this panel will challenge whether reinvention is enough to secure their future, or whether the industry needs an entirely new commercial model.