The Future-Proof Media Leader: Skills and Traits for 2025

Navigating the News Landscape: Key Traits of Successful Media Companies

The media industry is in constant flux,demanding adaptability and a forward-thinking approach from publishers. A recent playbook report from WAN-IFRA, compiled from insights at the World News Media Congress, highlights several key characteristics shared by companies successfully navigating this challenging surroundings. These aren’t about fast fixes, but foundational principles driving lasting growth.

1. Diversification & Leveraging Strengths:

Successful publishers aren’t relying on a single revenue stream. Instead, they’re actively broadening their income sources and capitalizing on existing assets. this strategic approach allows them to weather economic storms and invest in future innovation.

As bartosz Hojka, CEO of Agora in poland, puts it, resilience isn’t simply surviving a crisis, but advancing through it – viewing disruption as an prospect for growth.

2. A Mission Beyond metrics:

While key performance indicators (KPIs) are important, leading media organizations recognize the power of a strong, overarching societal mission. This “why” behind their work provides crucial momentum, shaping both strategy and long-term vision.

Styli Charalambous, Co-Founder and CEO of Daily Maverick in South Africa, emphasizes the need to define why journalism exists and who it serves. Monicah Ndung’u, Chief corporate Affairs and Partnerships Officer of Nation Media Group in Kenya, echoes this sentiment, stating their core focus remains on building trust, providing context, and positively impacting society.

3. Cultivating a Culture of Change:

The pressure to adapt is relentless. The most effective leaders address this by fostering open communication, offering clear direction, and leading with authenticity. This creates an environment where innovation can flourish.Dmitry Shishkin, Strategic Editorial Advisor at Ringier International, advocates for honest self-assessment: “Are we original enough? Are we producing commodity news?” Xenia Daum, CEO of Kleine Zeitung in Austria, highlights the importance of consistent communication and active listening when driving cultural change. Lisa Irenius, Editor-in-chief and CEO of Svenska Dagbladet in Sweden, stresses the value of experimentation and learning from both successes and failures.

These insights, and many more, are detailed in the full WAN-IFRA playbook report, featuring strategies from leading publications like Le Monde, Die Zeit, The New York times, FT, and The Atlantic.

Read the full report here: https://wan-ifra.org/2025/07/new-report-world-news-media-congress-playbook/

How can leaders foster a culture of adaptability and resilience within their teams to navigate the unpredictable media landscape?

Navigating the Evolving Media Landscape

The media industry is in constant flux. To thrive as a leader in 2025 and beyond requires a skillset far beyond customary media management. This isn’t just about understanding what media is, but how it’s consumed, created, and monetized in a rapidly changing digital world. key areas of focus include digital conversion, content strategy, and audience engagement.

Core Competencies: The Foundation of Leadership

Several core competencies are non-negotiable for future media leaders.These aren’t simply “nice-to-haves” – they’re essential for navigating complexity and driving innovation.

Data Literacy: The ability to interpret data, identify trends, and make data-driven decisions is paramount. This includes proficiency in analytics tools (Google Analytics, Adobe Analytics), data visualization, and understanding key performance indicators (KPIs).

Technological Fluency: Leaders must be pleasant with emerging technologies like artificial intelligence (AI), machine learning (ML), virtual reality (VR), augmented reality (AR), and blockchain. Understanding their potential applications – from content creation to distribution – is crucial.

Strategic Thinking: Beyond day-to-day operations, leaders need to anticipate future trends, develop long-term strategies, and adapt quickly to changing market conditions.This involves competitive analysis, market research, and scenario planning.

Financial Acumen: Understanding media economics, revenue models (subscription, advertising, pay-per-view), and budget management is vital for enduring growth.

Cross-Functional Collaboration: Modern media organizations require seamless collaboration between departments – editorial, marketing, technology, and sales. Leaders must foster a culture of teamwork and communication.

The Rise of New Media Formats & Platforms

The way audiences consume content is evolving. Leaders must understand and leverage these shifts.

Short-Form Video Dominance: Platforms like TikTok, Instagram Reels, and youtube Shorts continue to grow in popularity. Video marketing and short-form content creation are essential skills.

Podcast Growth & Monetization: Podcasts remain a powerful medium for reaching niche audiences. Leaders need to explore podcast strategy, advertising opportunities, and content partnerships.

The Metaverse & Immersive Experiences: While still emerging, the metaverse presents new opportunities for storytelling and audience engagement. Understanding VR/AR applications and virtual event production will be increasingly significant.

Live Streaming & Interactive Content: Live streaming platforms (Twitch, YouTube Live) and interactive content formats (polls, quizzes, Q&as) foster real-time engagement. Live video production and interactive storytelling are key skills.

The Importance of Niche Communities: Audiences are increasingly gravitating towards niche communities. Leaders must identify and cultivate these communities through targeted content and engagement strategies.

Essential Soft Skills for 2025

Technical skills are important, but soft skills are what truly differentiate effective leaders.

adaptability & Resilience: The media landscape is unpredictable. Leaders must be able to adapt to change, overcome challenges, and maintain a positive attitude.

Emotional Intelligence (EQ): Understanding and managing emotions – both your own and those of others – is crucial for building strong relationships and fostering a positive work environment.

Communication & Storytelling: The ability to communicate effectively, both verbally and in writing, is essential for inspiring teams, engaging audiences, and building brand loyalty. Strong narrative skills are paramount.

Creativity & Innovation: Leaders must encourage experimentation, embrace new ideas, and foster a culture of innovation