Future of Media Explored at 'In medias press' Conference

The "In medias press" conference, hosted by Večernji list, brought together leading domestic and international experts to explore the evolving landscape of journalism, television, and digital media.

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Machines provide information, but people want empathy.

The event tackled critical issues facing the industry, including the impact of artificial intelligence, the ongoing digital transformation, rebuilding audience trust, and ensuring media sustainability. Attendees heard from prominent figures such as Nic Newman, author of the Reuters Digital News Report and a respected analyst of media trends.

Newman emphasized that while "machines provide information, people want empathy." He cautioned that audiences increasingly seek authenticity, context, and trust, noting how AI has altered perceptions of content credibility. "Until now, we doubted the text, but believed what we saw with our own eyes," he remarked, highlighting a shift in how digital content is evaluated.

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Until now, we doubted the text, but believed what we saw with our own eyes.

Sebastian Krause of Kleine Zeitung discussed the future of digital media and the potential end of the "click era," as AI tools increasingly consume content. He stressed the need for media outlets to adapt their business models to this new technological reality, asserting that content quality and audience trust will become paramount.

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Večernji list has been following society for more than sixty years, but also actively participating in the changes shaping the media industry. That is precisely why we consider it important to open a space for serious discussion about the future of media, especially at a time when artificial intelligence, social networks, and changes in audience habits are fundamentally changing the way content is created and consumed.

The conference also featured panels on media literacy, the relationship between traditional and digital journalism, personal branding for journalists, changing audience habits, and the survival of print media. A key takeaway from the panel on media literacy was the shared understanding that it is a crucial prerequisite for fostering a healthier information space and strengthening trust between media and the public. Dražen Klarić, editor-in-chief of Večernji list, stated that in an era of AI, social media, and shifting audience behaviors, media outlets must prioritize building trust, offering context, credibility, and relevance.

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Today, more than ever, media must build trust and offer context, credibility, and relevance – values that technology cannot replace.