Broadsheets, Bluesky and buy-outs: How the communications landscape changed in 2024

This year marked some significant shifts in the way we engage with media.  

While the vast majority (96%) of adults continue to consume news in some form, the way we engage with information is constantly changing, with a continued move away from ‘traditional’ media to online news, and the rise of alternative platforms such as Bluesky. At the same time, business decisions that would usually be confined to the boardroom – ownership, leadership and the need to make savings – have irreversibly shaped the future of UK journalism.  

While these subtle changes in output and consumption don’t change behaviours overnight, they point to an ever-evolving media landscape that requires careful navigation to reach the right audience at the right time – while ensuring companies and brands don’t become the story.    

Here we analyse the top media and social media trends of 2024, and what the new state of play means for businesses seeking to engage and influence in 2025.

Top media trends in 2024  

1. Our love / hate relationship with newspapers  

While readership figures of UK newspapers have been in freefall for several years, this year saw an interesting twist with all newspapers (at least those with publicly available data) read more on a Saturday than during the week. The i’s Saturday circulation, for example, has gone from being 16% lower than its weekday edition in 2014 to being 49% higher this year. 

That readers no longer loyally flick through every edition was the driving force behind The Standard – once the commuter’s paper of choice – moving to a weekly model in September. 

The changing fortunes of print press show that while consumption habits are changing, there will always be a demand for newspapers and the expert journalism and commentary they offer.  

2. The importance of editorial control   

With ongoing speculation around ownership of The Daily Telegraph and an ‘in principle’ deal to sell The Observer to Tortoise Media, this year has seen unprecedented changes in the traditional media landscape – resulting in journalist walk-outs, parliamentary debates and diplomatic pressure. 

To understand the importance of editorial influence, we only need to look back on media endorsements around the General Election. While they may not carry the weight they once did, it was a remarkable – and telling – sign of confidence in Labour (or despair with the Tories) that led to the Financial Times, the Sun and the Sunday Times all backing Sir Keir Starmer for Prime Minister.

Although foreign ownership of UK newspapers is banned under the Enterprise Act, uncertainty around exemptions raises some interesting questions around editorial decisions and control that could significantly change the UK’s media landscape. 

3. Rise of data and investigative journalism  

Earlier this year, WA held a roundtable with leading national journalists about the shifting media landscape in the energy sector. Their verdict? “We’re getting nerdy, and our audience is coming with us.”  

The rise of in-depth features and analysis is not just restricted to the energy sector or print press – most national outlets now have a dedicated data journalist or investigations team, and last year’s extensive cuts and restructuring across the BBC led to the creation of a new investigations unit.  

Some of this year’s biggest news stories – the ongoing Post Office inquiry, profits of water companies, abuse in public settings – have been led by data or investigations teams, showing both the opportunity for businesses to promote their story, and the increased scrutiny that awaits if they get it wrong.  

4. The shifting sands of social media  

The emergence of Bluesky as one of the fastest growing social media platforms is perhaps the biggest surprise of 2024. Despite being around since 2019, the move away from an invitation-only business model earlier this year led to a flood of new users – approximately one million a day – as businesses and brands turned away from X (formerly Twitter).  

This year has also consolidated the social media generational gap, with TikTok being the single biggest news source for 12 to 15 year olds.  

Regardless of platform, with 56.2 million active social media users this year, it is clear that non-traditional platforms are more important than ever

5. Fighting fake news   

The media storm surrounding the Duchess of Cambridge’s edited family pictures earlier this year speaks to the practical and ethical debate about integrity and reliability in media.  

The rise and availability of AI generated tools like Chat GPT and photo editing tools – as well as the worrying trend of one-sided videos uploaded to social media shaping public opinion – have blurred the lines between typically ‘fake’ and ‘embellished’ news.  While some institutions are tackling these issues head on, such as Full Fact and BBC Verify, limited resources and the sheer volume of content means this is not always possible.  

Navigating the media landscape in 2025  

So, with an unprecedented and impactful year behind us, what will next year bring? Here are our predictions for 2025, and our advice for businesses seeking to cut through: 

• Data, data, data: The rise of fake news and AI-generated content, combined with time-poor journalists and limited space in traditional media outlets, means stories need to work harder to cut through. Working with data or investigative journalists to craft features will allow the nuance and breadth of stories to come to life in a way that resonates with your audiences.  

• Rise of owned channels: Likewise, owned channels – social media, website, newsletters and direct marketing – will be more important for businesses. A clear corporate narrative and evidence points – coupled with audience insights and a targeted media and social media strategy – will enable your messages to reach the right people.  

• Be authentic: With an increase in person-centred content and CEOs speaking directly to audiences on social media, our expectations for the faces of businesses are changing. Spokespeople need to be authentic, engaging and above all media trained to articulately and memorably land their messages.  

• Multi-channel approach: The growing generational gap in how we consume news often means there is not a ‘one size fits all’ approach to communications. A multi-channel approach, bringing together media relations, digital, marketing and stakeholder engagement will usually get the best results.  

• Be prepared: As we have seen this year, the best media strategy in the world can easily be derailed by a rogue comment or leaked internal document. Having a crisis communications plan in place will help you prepare, respond – and crucially, recover – from any issue that may arise.  

Contact rachelford@wacomms.co.uk if you would like to discuss your media strategy for 2025.