Excerpt shared from ExchangeWire's 'What Will Define the Future of Publishing?':

How can the publishing industry overcome the myriad challenges it faces? Writer Avya Chaudhary takes a look...

AI, big tech and social media are battering publishers from all sides. With walled gardens, the open web, and programmatic solutions gaining ground, will 2025 finally turn the tide?

The double-edged sword of social media 

For Savina Parvanova, global marketing director at Limelight, the biggest danger for publishers is overreliance on social media platforms that marginalise them. “These channels deprioritise journalism, threaten business models, and damage independent, reliable, verified journalism.”

She also points to how social media platforms, including TikTok and Instagram, now favour personal content and ads with publishers scrambling for their audience share. 

Her concerns aren’t unfounded. X (formerly Twitter) under Elon Musk has limited news traffic and suspended reporters, leading outlets like The Guardian to exit despite 27M+ followers. Meta, meanwhile, has axed its news feed and scaled back fact-checking to curate more personal “feeds.”

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