At the fifth New Horizons in Journalism conference, international media leaders tackled urgent challenges facing journalism today — from the spread of disinformation and AI’s unchecked influence to the erosion of public trust and the collapse of traditional business models. The event took place in Sofia, Bulgaria in April 2025 and it was organized by the World Press Institute (WPI) and partners from the America for Bulgaria Foundation (ABF) and the Association of European Journalists – Bulgaria (AEJ-Bulgaria).
“Who Tells the Story?” – Journalism in the Age of Influence, Disinformation, and AI
Panelists and keynote speakers called for a renewed focus on ethics, transparency, empathy, and audience connection, arguing that journalism must adapt not just technologically, but fundamentally, to remain a vital force in society.
The panel began unconventionally, with a poetic and metaphorical presentation by Graham Griffith, a veteran American audio producer. He challenged the audience to reimagine the role of journalists altogether: “What if we are not journalists, but gardeners—tending to public spaces where curiosity still lives? We don’t just report; we shape understanding, we nourish community.” He encouraged journalists to think like teachers, artists, meteorologists—even chefs—serving not just information but understanding. In an age of media distrust, he suggested transparency, not objectivity, should be journalism’s anchor: “There is no objectivity. But there can be objective processes. Like history books need footnotes, journalism needs transparency.” Griffith also warned that without action, disinformation—particularly Russian state propaganda—would continue to exploit platforms and fill every informational vacuum: “There is no news gap. The stream is constant. The question is: how do we stand out, and who do we serve?”
Zakhar Protsiuk, CEO of The Kyiv Independent, spoke from a literal war zone. For him, the stakes of storytelling were not abstract—they were existential. “News media are no longer gatekeepers. Everyone creates news now. Our strength is doing what others cannot—deep investigations, frontline reporting, context in chaos.”
He warned that staying only within echo chambers of “engaged readers” isn’t enough. If ethical journalism doesn’t reach the undecided or misled, propaganda wins: “Russia fills the gaps. If we don’t offer alternatives, we’ll be safe in our bubble—maybe even funded—but isolated, and irrelevant.”
Fauziyya Tukur, an investigative journalist with BBC Nigeria, offered a perspective from a continent both booming with content and vulnerable to misinformation. For her, the challenge is compression—telling the truth in TikTok’s attention span: “How do you debunk viral disinformation in 30 seconds? That’s what the audience wants. But can we really explain the truth that fast?”
She described how traditional media is adapting by hiring influencers—not always journalists—to reach digital audiences: “They’re hired because they have followers, not ethics. That’s the problem. Influence is not a substitute for training.”
Tukur also noted the waning trust in legacy institutions like the BBC in parts of Africa, despite their continued cultural relevance. “The BBC used to be sacred. It still reaches millions, especially through radio. But trust is no longer automatic.”
Kaius Niemi, former editor-in-chief of Helsingin Sanomat, reflected on the long view of journalism’s struggle for survival. For him, media’s biggest threat is not just tech, but societal disregard for facts: “We’re facing a crisis of expertise. Professors, journalists—no one is seen as a real expert anymore. That’s dangerous for democracy.”
Niemi called for investment, creativity, and media startups that blend ethics with innovation. He also warned that in countries where people consume news through aggregators rather than directly from newsrooms, trust in media plummets.
What Happens If We Truly Put Our Audience at the Centre?
Camilla Bath, journalism consultant, delivered a powerful, thought-provoking keynote that redefined what journalism should mean in today’s saturated, digital world. Drawing from her personal experience launching a WhatsApp news service in South Africa, she emphasized the urgent need for journalism to reconnect with its audience—not through more content, but more meaningful content. “The problem isn’t that people don’t care about the news,” she said. “The problem is that we keep giving them something they don’t value—and then we blame them for tuning out.”
Bath argued that traditional news values—timeliness, conflict, prominence—often serve journalists more than they serve the public. Instead, she proposed a framework of three modern news values:
- Make it Make Sense – Provide clarity, surprise, and meaning.
- Make it Matter – Offer resonance, build community, and uphold accountability.
- Make it Useful – Explain the world, offer solutions, and provide momentum.
Bath’s concept of “news therapy” exemplified her call for a more human-centric approach. She advocated for initiatives like “slow news days” or AI-assisted “choose your own news journeys,” allowing audiences to engage with stories based on their emotional or informational needs: “What if our audiences aren’t broken? What if our model is what’s broken?” She concluded with a call to journalists to become trusted companions, not just trusted sources, in people’s lives. “We need to become a part of our audience’s worlds again… That’s how journalism becomes truly alive, useful, and human.”
The Future of Journalism
Moderated by Bridget Rawlinson, the panel tackled the immense challenges facing journalism—from economic threats to AI disruption—with a sharp focus on actionable solutions.
Courtney C. Radsch, Director of the Center for Journalism & Liberty, delivered a blistering critique of AI’s unchecked influence on journalism. “Generative AI has been built on theft—on stealing our content, bypassing paywalls, and not paying for it.” She warned that unless urgent copyright reform and policy action are taken, “we have only a few years left in journalism.” Her proposed strategy included license, litigation, legislation—with emphasis on creating fair compensation systems for news content. “It’s great to talk about trust, but if you are working against monopolies that control the information ecosystem, then you’re not in control of your sustainability.”
Veronika Munk, Director of Innovation and New Markets, Denník N, started by drawing from her bold experience leading the mass walkout from Hungary’s Index and launching another journalism project called Telex. Munk shared how deep public trust and transparency saved independent journalism. “We said to people: You knew us for 20 years. Now we need your help—and they gave €1 million in three weeks.”
She also discussed a wildly successful campaign at Denník N that gained 24,000 subscribers in two weeks by making ten civic promises, like distributing newspapers to elderly homes and giving free subscriptions to first-time voters. “Transparency and public service values are key. When people understand your mission, they show up.”
Peter Erdelyi, Founding Director of the Center for Sustainable Media, emphasized the rise of lean, sustainable media models made possible by new technology. “With tools like Ghost, Substack, and newsletters, small teams can launch impactful journalism within hours and monetize it.”He praised audience revenue models while warning against rushing paywalls, advocating for slow, iterative community building. “It’s not a sprint. It takes 12–24 months for an audience to understand and support what you’re doing.” He also demystified EU funding, emphasizing the importance of staying engaged in upcoming 2028 budget negotiations.
