Brand power will define future of journalism in AI era, says INMA chief

The future of journalism will be determined not by print circulation or paywalls alone, but by how effectively media organisations embrace artificial intelligence (AI), connect with younger audiences, and build strong brands that audiences trust, Earl Wilkinson, chief executive officer of the International News Media Association (INMA), has said.

Speaking during a courtesy visit to BusinessDay Media Limited in Lagos on Thursday, Wilkinson said the global news industry is undergoing one of the most significant transformations in its history as technology reshapes how audiences consume information and how publishers generate revenue.

According to him, AI is no longer just another technology trend but a force that is fundamentally changing newsroom operations, audience engagement, and business models.

“The question is no longer whether AI will reshape media. The question is whether organisations will lead that change or merely react to it,” Wilkinson said.

He noted that while media organisations around the world face different market realities, they are increasingly grappling with similar challenges, including declining traditional advertising revenues, platform dependence, changing audience habits, and growing competition from content creators and social media platforms.

Read Also:Social media landscape report: National discourse analysis, 13 May 2026

Nigeria’s youth advantage

Wilkinson described Nigeria as one of the most unique media markets in the world because of its youthful population.

Drawing comparisons with media markets such as India, Indonesia, the Philippines, Kenya, and Pakistan, he said Nigeria combines characteristics from all these countries while maintaining its own distinct identity.

“You talk about a population of 220 million people, and then I learn that the average age is around 18 to 20 years old. At INMA, we run a Young Audiences Initiative because many newspapers around the world have average print readers who are over 70 years old. In Nigeria, young audiences are the norm,” he said

The INMA chief said this demographic advantage presents enormous opportunities for publishers that can successfully connect with younger consumers through digital platforms, video, audio content, and personalised experiences.

Brand, a strategic asset

Wilkinson said one of the strongest trends he has observed across media organisations globally is the growing importance of brand.

According to him, brand is no longer simply a marketing function but a core business asset that helps publishers stand out in a crowded digital environment increasingly dominated by AI tools and content creators.

“Today newspapers are competing with television networks, podcasts, newsletters, influencers and creators. The old distinctions are disappearing. What differentiates one organisation from another is no longer format. It is journalism and brand,” he said.

He added that successful media companies must move beyond talking about themselves and instead focus on demonstrating how their journalism improves people’s lives, businesses and decision-making.

BusinessDay expands beyond traditional journalism

Earlier, Frank Aigbogun, publisher of BusinessDay Media, said the organisation has deliberately evolved from a traditional newspaper into a broader business intelligence platform.

According to Aigbogun, the company now operates across print, digital publishing, broadcasting, events and research, enabling it to diversify revenue streams at a time when traditional media business models are under pressure globally.

“The work that organisations like INMA do is important because media survival is not only about the survival of journalism; it is also about the survival of our democracies,” Aigbogun said.

He explained that BusinessDay’s transformation journey has been driven by a desire to remain relevant in a rapidly changing media environment while continuing to provide quality business and policy journalism.

Winning the next generation

Lolade Akinmurele, editor of BusinessDay Newspaper, said attracting younger audiences has become a major priority for the organisation.

Young Nigerians consume information differently from previous generations, making it necessary for media companies to rethink content formats and delivery channels, Akinmurele affirmed.

He explained that BusinessDay is increasingly deploying podcasts, short-form videos and digital storytelling formats to engage younger audiences and make business and financial information more accessible.

“We recognise that young people are consuming news differently today. That is why we are investing in podcasts, short videos and explainers that help young Nigerians understand money, investments, entrepreneurship and wealth creation,” Akinmurele said.

He said the goal is to provide practical information that helps young people make informed financial decisions at a time when many are looking for opportunities to build wealth and navigate economic uncertainty.

According to him, BusinessDay is also expanding content targeted at Nigerians in the diaspora who want reliable information about investment opportunities and economic developments back home.

“The diaspora audience is becoming increasingly important. Many Nigerians abroad are looking for trusted information that can guide their investment decisions, whether in business, real estate, financial markets or other sectors of the economy,” he asserted.

Akinmurele noted that the convergence of digital media, mobile technology and changing audience behaviour means publishers must constantly innovate to remain relevant.

Providing an overview of the company’s growth journey, Innocent Unah, deputy editor-in-chief of BusinessDay, said the organisation currently reaches millions of people through its content platforms.

Unah noted that BusinessDay has evolved into what he described as Africa’s premier business intelligence platform, combining journalism with events, broadcasting and strategic insights.

He disclosed that the company is targeting 50,000 paying digital subscribers by 2030 as part of its long-term sustainability strategy.

“We are positioning ourselves to serve this audience through quality business intelligence and financial insights,” Anuh stated.

He also highlighted BusinessDay’s growing investment in television broadcasting, digital video and live events, noting that events currently contribute more than a quarter of the company’s profits.

AI reshaping newsrooms

Beyond audience growth, Wilkinson warned that AI is transforming newsroom operations at an unprecedented pace.

He said leading media organisations are already using AI to improve productivity, automate routine tasks, personalise content experiences, generate summaries, support editing processes and strengthen audience engagement.

He noted that the industry’s focus is gradually shifting from mass reach to direct audience relationships.

For decades, publishers built business models around selling audiences to advertisers. Today, he said, the priority is building direct relationships with known and engaged users.

“We spent more than a century mastering indirect relationships. Now the future belongs to those who can build direct relationships with audiences,” Wilkinson said.

A new era for African media

Wilkinson also said Africa is becoming increasingly important within INMA’s global strategy.

He disclosed that since 2020, the association has organised about 10 Africa-focused virtual summits attracting roughly 4,000 participants across the continent.

According to him, the continent’s youthful population, rapid digital adoption and growing entrepreneurial ecosystem make it one of the most exciting media markets globally.

For BusinessDay, those trends are creating opportunities to expand beyond conventional journalism into digital products, events, broadcasting and audience communities.

As AI accelerates change across the global media landscape, the discussions in Lagos highlighted a growing consensus among industry leaders, that the future will belong to media organisations that can combine trusted journalism, strong brands, technological innovation and meaningful engagement with younger audiences.

In a country where most citizens are under the age of 25, that future may arrive faster than many expect.