Stig Kirk Orskov assumes charge as WAN-IFRA CEO, outlining key challenges for news publishers in 2026, including rapid AI-driven content growth, platform power shifts, and hyper-personalisation, while emphasizing human-led journalism, stronger audience relationships, and modernised newsrooms as the path forward.
By MediaBites Desk l Imran Malik
On his first official day as Chief Executive Officer of the World Association of News Publishers (WAN-IFRA), Stig Kirk Orskov set the tone for the year ahead by outlining a candid, forward-looking assessment of the challenges and opportunities facing global news publishers.
Marking the start of his role after a characteristically brisk morning hike, Orskov described the position as a “tremendous honor,” while reflecting on an intensive first month of engagement with WAN-IFRA teams and member organisations across Europe. Meetings held in Frankfurt and Paris, he said, highlighted a shared commitment within the organisation to deliver tangible value to publishers navigating an increasingly complex media environment.
Optimism mixed with concern
During December, Orskov met a wide cross-section of WAN-IFRA members and found a cautiously optimistic industry. Much of that confidence, he noted, is being driven by continued subscription growth, reinforcing the view popularised by Bloomberg Media CEO Karen Saltser, who has described 2025 as the “Year of the Subscriber.” Encouraging momentum is also emerging in audio, video, and live events, which are helping publishers diversify revenue streams.
However, these positive signals are tempered by deep concerns. Publishers are grappling with rapid advances in artificial intelligence, shifting power dynamics on digital platforms, and evolving audience expectations that demand speed, relevance, and personalization at scale.
Two defining trends for 2026
Speaking at a media conference in Oslo hosted by Mediebedriftenes Landsforening, Orskov outlined what he believes will be the two dominant forces shaping the industry in 2026.
The first is an AI-driven content explosion. AI-generated material, he warned, will soon dwarf human-produced content in volume. Platforms will increasingly fulfil users’ information needs directly, drawing from datasets, institutions, and repositories, often bypassing traditional journalism altogether.
The second trend is hyper-personalisation at scale. News, Orskov argued, is becoming “liquid” — able to flow across formats, contexts, and user needs. AI agents will filter, research, and assemble information for individuals, accelerating the shift from mass products to experiences tailored for each user.
READ MORE: WAN-IFRA CEO to step down after 13 years, Stig Kirk Ørskov named successor
The newsroom of the future
Despite fears of automation, Orskov stressed that AI will not replace journalists but will reshape newsrooms. Human judgment, ethics, and originality will remain essential, while AI handles scale, speed and assembly. Success, he said, will depend on how effectively publishers integrate technology with human editorial strength.
To prepare for 2026, Orskov urged publishers to adopt five “no-regret” actions:
Double down on unique, original journalism
Design content for liquid distribution
Strengthen direct relationships with audiences
Define a clear platform strategy
Modernise newsroom structures for AI collaboration
WAN-IFRA’s role
Looking back at 2025, Orskov said there is reason for encouragement, with many publishers improving both revenues and profitability while adapting to changing user behaviour. Yet he cautioned that the pace of change will only intensify.
WAN-IFRA’s mission, he said, is to help publishers turn complexity into informed strategic choices, enabling learning through global peer exchange. “The media landscape ahead involves steep climbs and uncertain horizons,” Orskov noted, “but it also offers significant opportunities.”
As he begins his tenure, Orskov signalled that WAN-IFRA is ready to walk alongside publishers — navigating disruption, harnessing AI responsibly, and ensuring that human-led journalism remains at the core of the news industry’s future.
Visa hurdles highlight participation challenges for global media events
Imran Malik, Editor-in-Chief of MediaBites (www.mediabites.com.pk) and Sharjah News (www.sharjahnews.ae), was fully prepared to attend the World Association of News Publishers (WAN-IFRA) Congress in Poland; however, his visa application was denied without a specific reason. The refusal was understood to have resulted from a lack of coordination and information sharing between the event organizers and the visa authorities. Malik has expressed hope that such issues will not arise this year and that the visa process will be smoother for journalists and media professionals planning to attend the upcoming WAN-IFRA Congress in France, ensuring broader global participation.
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