How to compete in the modern media landscape

Beyond the Algorithm: Media Leaders Champion Human Connection and Innovation at Web Summit Qatar

At Web Summit Qatar, Aby Sam Thomas of Inc. Arabia moderated a panel on the media landscape with Nicholas Johnston (Axios), Katie Drummond (Wired), and Claus Strunz (Euronews). Mr. Johnston acknowledged media’s inherent challenges but affirmed its viability for those creating valuable, monetizable products. The discussion addressed concerns about diminishing attention spans, external attacks on media, and the pervasive influence of artificial intelligence.

Ms. Drummond challenged the notion that long-form journalism is obsolete, citing Wired’s consistent audience engagement with in-depth content. She emphasized tailoring content formats—from concise newsletters and vertical videos to comprehensive investigative pieces—to suit diverse audience preferences and platforms. This adaptive approach is crucial for effective content delivery in a fragmented media environment.

Ms. Drummond stressed that the media industry has always navigated disruption, advocating for continuous evolution and experimentation. She urged embracing change rather than being overwhelmed. Aby Sam Thomas highlighted Euronews’ impressive financial performance, noting record revenues of €77 million in 2025 and over 1 billion page views, demonstrating successful adaptation and growth.

Mr. Strunz asserted that journalism is more critical than ever, especially as the World Economic Forum identifies disinformation as a primary global threat. He emphasized journalists’ duty to debunk fake content, including AI-generated misinformation. He framed AI as an innovative “longer sword,” suggesting the industry must master these new tools for its own purposes.

Mr. Johnston highlighted the necessity of providing genuine value to audiences, respecting their limited attention. He cited Axios’s “Smart Brevity” as an efficient model, while also recognizing the enduring appeal of Wired’s in-depth content. Ms. Drummond added that audiences are increasingly drawn to individual journalists and creators, fostering trust through personal connection over mere brand recognition.

She explained that showcasing reporters as the visible faces and voices of their work builds credibility and combats widespread mistrust. Mr. Johnston affirmed the irreplaceable role of human journalists, who uniquely provide “hot takes,” secure exclusive interviews, and forge connections that AI cannot replicate. He argued that these distinct human capabilities will become increasingly valuable.

Mr. Strunz reiterated that trust remains journalism’s core value. Euronews’ success, he explained, stems from original content created by humans, with AI strategically employed for translation and process automation, not for the fundamental purpose of reporting. Ms. Drummond concurred, noting AI facilitates storytelling, such as narrating articles, expanding reach without replacing human-driven empathy and investigation.

Looking ahead, Mr. Johnston predicted a stronger focus on human connection, exemplified by Axios’s thriving events business. Mr. Strunz emphasized producing original, investigative content that machines cannot replicate. Ms. Drummond announced Wired’s upcoming Middle East launch and expressed excitement for a strategic shift towards direct audience engagement, reducing reliance on social networks. She concluded by inviting aspiring journalists with new ideas and niches to join the field, stressing the industry’s constant need for fresh perspectives.