The research, created in partnership with Enders Analysis, began with a simple question: what consumer and technology trends should specialist publishers consider when developing brand strategies? 

In today’s rapidly evolving digital landscape, it can feel overwhelming to keep up. Social feeds have overtaken search. Creators now rival mastheads in influence. Niche communities are thriving, yet trusted editorial voices remain essential.  

The opportunity? Deciding where to play, what to create, where to publish, what to build, and where to focus? 

We recommend you read the report (if you haven’t already) – it’s available to all members here.

The conclusions are provocative. From the slow death (or at least the loss of centrality) of the website, to the urgent need to rethink product and content across a format-fluid world. The report also explores operating models and shares case studies of media organisations tackling these challenges with real impact. 

For any media business looking to grow, the playbook is a catalyst, prompting new thinking about how to reimagine your brand, your vertical, your products and services. 

Now comes the next big question: how do you apply this playbook to your business?

Here are the strategic next steps you need to ask your own business and teams:

1. Know your customer 

Who are they, what do they want? What do they value? Where do they go online? What platforms are they using to find the content they seek? What kind of communities do they engage with? 

2. Brand trust 

What niche, voice, or value do you offer that no one else can? What can you offer that others can’t? Become a destination that customers want to visit.  

3. Understand the competitive landscape 

Learn from others. What do you admire? What can you learn from them? And most importantly, what sets you apart and creates a point of difference for your customers? Don’t forget to also examine playbooks from adjacent sectors for inspiration 

4. Design a multi-tier revenue strategy 

What is the best path to monetisation? Advertising, events, subscriptions, commerce. Understand the path from free to paid, and develop strategic partnerships with advertisers, clients, and partners who want collaborate.  

5. Content strategy & formats 

What are the stories, verticals and formats you want to share? This will determine the best and most appropriate formats. Invest in Format-Native and Creator-Aligned Talent within the platform ecosystems. 

6. Digital vision and experience 

Based on customer insights, decide the priority digital platforms to invest in. You don’t need to be everywhere, you need to be where you can directly engage with your customers and community. Then audit your current content and product portfolio. Does it align with how your audience wants to engage? 

7. Metrics that matter – align everyone to a north star measurement framework 

Build with purpose, measure relentlessly. 

8. Position your teams to support change 

How do we align teams what skills do we need to ensure success? 

9. Create a test and learn roadmap 

Start small, move fast. Pilot a community, launch a new content vertical, relaunch a newsletter, prototype a tool. But do it with intent, gather the data, optimise to scale.

Just remember:

Your Brand is your competitive advantage 

In a world of zero-click searches and AI search, brand trust is everything. It’s your most valuable asset in creating direct relationships with your audience.  

Create for community, not just scale 

The generalist era is over. Niche platforms thrive. Audiences want creators, not content; community, not channel. Media brands must shift to create vertical depth, not horizontal reach. 

Diversify revenue strategically 

Advertising alone doesn’t scale, and launching ten revenue models at once is a fast path to burnout. Instead, think in tiers of value, defined by customer need. From free users to micro-subscribers to members and buyers. Match your product to their intent, and their willingness to pay will follow. 

Dismantle the silo mentality 

The future belongs to cross-functional, format-native, customer-obsessed teams. Editorial, commercial, product, and data must build together, from the start. This isn’t just an operational shift, it’s a cultural one. 

Rebuild around brand, not platform 

Product innovation isn’t just a technical upgrade, it’s the strategic pivot. Whether you’re a heritage title or a specialist startup, the challenge is the same: design for new behaviours, not old hierarchies. Focus on utility, interactivity, and personalisation. The experience is the content. 

The good news 

The media landscape isn’t shrinking, it’s being rebuilt by different players, with different tools, and for different expectations. 

Those who adapt are thriving. You already have the raw ingredients: content, trust, insight, and community. Now is the time to bring them together – and rewrite your own playbook.