Digital or traditional media? Expert says it's all about branding

As most legacy news companies shift to multimedia, embedding text with images, including audio and video formats, and even migrating to social media, a media executive of a global news organisation said that what would differentiate them in the next five years is their brand.

- Hind Aldah

Speaking to media executives at the Bridge Summit, Earl J Wilkinson, executive director and CEO of the International News Media Association (INMA), said that in today's ever-changing digital media landscape, the distinction between news companies should fall on their branding, not whether it is print or digital.

He argued that branding is the differentiator in the flood of AI-produced content and among content creators and influencers.