Editors, CEOs, tech guys, AI experts, workflow specialists, and other stakeholders from the news media fraternity gathered in New Delhi for the International News Media Organization’s (INMA) South Asia News Media Festival on 22 and 23 July 2026 to discuss newsroom and business strategies, case studies, and new tools tailored to South Asia’s realities.
So what were the key takeaways? The importance of strong and distinct news media brands, public trust taking priority over technology, editorial judgment before speed, and AI should be used to enhance—not replace—human thinking, without compromising credibility.
News has to be cultivated as a habit to deliver real value, focusing more on attention than impressions and building relationships rather than just driving traffic. Legacy media must evolve to stay relevant to the changing readers and readership patterns.
Innovation can strengthen journalism; media houses can explore new channels like CTV, and shift beyond traditional metrics of reach to identify true value. Revenue models should be diversified, and publishers should collaborate with creators rather than compete against them.
In his opening keynote, Earl J. Wilkinson, executive director and CEO, INMA, United States, explained how in an increasingly crowded media environment, publishers have to define their distinctiveness. Organizations must clearly articulate their unique value proposition to stand out rather than competing on volume alone, he said.
Speakers cutting across the media spectrum noted how credibility remains the foundation for growth and resilience. Trust is not merely a marketing tactic but an essential asset that endures even as delivery platforms shift – a shared responsibility across an organization, ranging from the editorial staff to the leadership.
A kind of consensus was seen on a shift from chasing fleeting engagement or impressions and instead prioritizing sustained attention and meaningful reach. Cultivating deep audience relationships can led to long-term sustainability rather than relying on accidental or one-time traffic.
Consistent value is the key to building audience habits. Much like the structure found in sports, media organizations must use precise editorial judgment to create rewarding experiences that encourage users to return. This was one of the key lessons from a vibrant presentation by Siddharth Sharma, head of content & production, JioStar – Sports.
As AI and smart tech make their presence felt more than ever in the print newsroom, Harsha Mathew of Malayala Manorama, Rohit Saran of The Times of India, and Sukumar Ranganathan of Hindustan Times, in a session moderated by independent multimedia journalist Megha Mamgain, discussed how editors can modernize journalism, workflows, and value without losing trust.
Ranganathan, while admitting that AI could be explored for mechanical aspects such as page-making and complex operations like Hindustan Times, where 350 to 400 individual pages are made every night for multiple editions, said there are a few constraints.
“Why are we not doing it? For two reasons. First: I don’t think there is technology available ready as of now to do it. Two: the cost factor…It’s far easier for us to get a lot of page work done by warm bodies than it is to get, you know, by paying huge sums of money.”
He said editorial decision-making is core and can’t be outsourced. Making timely calls, even imperfect ones, matters more than avoiding decisions, and he doesn’t see AI replacing that responsibility. “Never. Never. I mean, not in my lifetime. I’m an old man! Maybe some of the younger people here (would) want to outsource it to AI…”
In a session, Print Premium 2.0: How South Asian publishers revalue attention, influence, and advertiser impact, Mamgain and Mohit Jain, COO (publishing) and board member, Bennett Coleman and Saahil Khan, general manager, Marketing MyTrident, discussed how to leverage attention and trust to better advertising outcomes.
The panelists highlighted how print’s “environment of trust” enhances brand perception. Jain emphasized that print’s strength lies in its resonance and credibility, which advertisers leverage to build meaningful associations. Khan noted that brands still allocate 10–15% of their budgets to print, often amplifying campaigns through digital channels to maximize impact.
The discussion also explored Gen Z’s evolving consumption habits, describing them as platform-agnostic and driven by quality content rather than medium. The panelists stressed the importance of innovation, such as “phygital” integration, to engage younger audiences.
“Gen Z is a very important cohort of business… Gen Z are people who are platform-agnostic; they are just looking for great content, whether it be on digital, or print, or any other thing. Just like you see a comparison between the OTT and the cinema,” Jain said.
Measurement of print effectiveness extends beyond sales to include brand recall, trust, and social impact. Ultimately, the panel concluded that compelling storytelling, authenticity, and creative excellence remain key to sustaining print’s relevance.
The other sessions focused on how publishers drive repeat use, loyalty, and retention; the strength of regional media; CTV and the publisher proposition; reinventing the newsroom with AWS; why news media still works; forward-looking leadership; and CEO priorities for 2026, etc, about which we will write in subsequent articles.
