Journalism has never stood still.
During my career at the NCTJ, I have seen the industry adapt to the shift to digital, the rise of social media and video, the collapse of traditional business models, the emergence of smartphones as the primary source of news for many audiences and, more recently, the extraordinary growth of artificial intelligence.
Each change has brought predictions about the future of journalism. Some optimistic, some bleak. Yet through all this disruption, the profession has endured because its core purpose has remained remarkably consistent: helping people understand the world around them through accurate, trusted and independent reporting.
Today, however, it feels as though several significant developments are converging at once.
Artificial intelligence is transforming newsroom workflows at an incredible speed. Trust in information and in journalists themselves is under attack. Local journalism continues to face profound challenges. Audiences are consuming news in different ways and from an increasingly diverse range of sources. For these reasons, policymakers are taking a renewed interest in the future of journalism through initiatives such as the Local Media Strategy and the discussions surrounding BBC Charter renewal.
Taken individually, each of these developments would be significant. Together, they suggest journalism is entering one of the most important decades in its recent history.
The decisions made over the next few years will help determine not only how journalism is produced, but who produces it, who has access to it and how much trust audiences place in it.
The next decade will be defined by whether employers choose to invest in talented journalists at the same pace they invest in technology.
Artificial intelligence understandably dominates industry debate. The opportunities are considerable. AI can support research, improve efficiency, assist with content discovery and help journalists manage increasingly demanding workloads. News organisations – like all progressive businesses – that fail to understand these technologies risk being left behind.
Yet one of the most interesting conclusions emerging from current discussions is that AI does not reduce the importance of journalism skills. In many respects, it increases their value.
At the NCTJ’s recent symposium on artificial intelligence and journalism, organised in partnership with the University of Sheffield, I was struck by how often the discussion returned to the same themes. Not technology itself, but core skills, verification, transparency, ethics and trust.
When content can be generated in seconds and when misinformation can spread rapidly, verification, ethical judgement and original reporting become more important. These are the qualities that distinguish professional journalism.
Recent research commissioned by the NCTJ points in the same direction. While AI adoption is growing across journalism, many journalists and employers are still working out how best to use these tools responsibly and effectively. The need for training, support and professional guidance is vital.
This presents a dilemma for publishers.
Investing in training
There is a natural temptation during periods of economic pressure to focus investment on technology while reducing expenditure elsewhere.
There are encouraging examples across the industry of publishers continuing to invest in talent despite economic pressures. Mark Allen Group’s long-running graduate training scheme is a shining example. The company recently underlined its commitment to the programme, with chairman Mark Allen describing the funding as “ring-fenced” despite wider pressures on budgets. It is a reminder that some of the most successful publishers continue to view training not as a discretionary cost, but as a long-term investment in their future success.
The businesses best placed to thrive will not simply be those with access to the latest tools. They will be those with journalists who know how to use them responsibly and critically.
Technology can help journalists work faster. It cannot replace curiosity, judgement, integrity or public service. Those qualities still sit at the heart of great journalism.
The future of journalism depends on skills.
Investing in youth
That applies not only to established journalists but also to the next generation entering the profession.
One of my concerns is that we cannot assume the talent pipeline will take care of itself. Young people today have more career options than ever before. Many consume vast amounts of news and content but have limited understanding of journalism as a profession or the opportunities available.
Many young people are already building audiences and developing storytelling skills through content creation. News providers are increasingly recruiting people with these backgrounds. The distinction between journalism and content creation is becoming increasingly blurred, but the need for trusted, professional journalism has not changed. If anything, it is becoming more important as AI becomes part of everyday life.
Earlier this year, the NCTJ ran a campaign designed to encourage more young people to consider journalism as a career. One of the people featured was Evie Flynn, a trainee reporter at the Southwark News. Listening to Evie talk about her work was a powerful reminder of why journalism continues to attract talented people. She began her ‘journalism’ career at home creating YouTube videos which built her a huge audience. In the campaign, she spoke about giving a voice to local communities, uncovering stories that matter and making a difference through her reporting.
Those motivations remain as powerful as ever but if the industry wants to attract the brightest and most diverse talent, we need to do a better job of explaining what journalism offers and why it matters.
Investing in diversity
The work does not end with attracting talented people into journalism. People leave because they do not feel they belong or can see a future for themselves. Journalism is strongest when newsrooms reflect their communities and when a wide range of perspectives informs reporting and editorial decision-making.
Over the years, I have seen the impact that targeted investment can make. Through initiatives such as the Journalism Diversity Fund, hundreds of aspiring journalists who might otherwise have struggled to enter the profession have been able to access high-quality training and begin successful careers.
Their achievements are a reminder that there is no shortage of talent. The problem is ensuring that talented people are able to see journalism as a realistic and achievable career, regardless of their background or circumstances.
The future health of journalism depends upon attracting and retaining the broadest possible range of talent.
Investing in local journalism
Nowhere are all these issues more apparent than in local journalism.
Throughout my career, I have been fortunate to work with local journalists whose reporting has exposed wrongdoing, held power to account and provided an essential public service to their communities. Yet we all know the pressures facing local news providers.
The question is not simply how we preserve local journalism as it exists today. It is how we ensure there is sufficient investment and a sustainable pipeline of skilled reporters able to cover courts, councils, public bodies and community issues in the future.
One of the most encouraging examples of what can be achieved through investment in talent was the Meta-funded Community News Project, which supported the recruitment of almost 300 journalists into local newsrooms across the UK, many from backgrounds traditionally underrepresented in journalism. Beyond the numbers, it demonstrated that investment in skills, diversity and local reporting can deliver lasting benefits both for publishers and for their communities.
That is why I am so determined to keep this work going. The NCTJ is currently supporting a further six trainee reporters through a continuation of the scheme. It is also why publication of the government’s Local Media Strategy is so important. Alongside discussions around BBC Charter renewal, it provides a valuable opportunity to think more strategically about the future of local news, workforce development and public interest journalism.
The next two years may prove to be one of the most important periods for journalism policy and workforce development in a generation. The decisions taken now about local journalism, training, skills and access to the profession will have consequences long after today’s debates about technology have moved on.
Too often, discussions about journalism focus on immediate pressures. Understandably so. The commercial pressures facing many publishers are significant.
Key questions
There is also a need for longer-term thinking.
What kind of journalism industry do we want five or ten years from now?
Do we want a profession that attracts talented people from every part of society?
Do we want journalists equipped to navigate a world shaped by AI while maintaining the highest professional standards?
Do we want strong local journalism serving communities across the UK?
Do we want trusted news organisations capable of standing apart from the growing volume of unverified content online?
These are questions for policymakers, publishers, educators, industry bodies and journalists themselves.
The encouraging news is that we already know many of the answers.
We know that investment in training improves performance. We know that diverse newsrooms produce stronger journalism. We know that local reporting strengthens communities and democratic accountability. We know that professional standards matter. We know that journalists need support to adapt to new technologies and changing audience expectations.
The real question is whether we are prepared to continue investing in these things at the scale required.
For all the uncertainty facing our industry, I remain optimistic.
Not because the challenges are insignificant. They are not.
But because the industry still has extraordinary strengths: talented people, trusted brands, a strong commitment to public service and a continued belief in the value of professional journalism.
The technology revolution will continue. Business models will adapt. Audience expectations will change.
The future of journalism will still depend on talented people with the skills, experience and determination to tell important stories. If we continue to invest in them, I believe the future remains full of opportunity.
This article was first published in InPublishing magazine. If you would like to be added to the free mailing list to receive the magazine, please register here.
