My 2025 Non-Predictions

That time of the year again, when I spend the first week of January reflecting and getting ready for the new year after making the time between Christmas and New Year just for family and friends.

As usual, rather than predicting the future, I'd like to offer some recommendations for media owners in 2025, based on real needs and real-life experience.

But first, a reminder of why I don't do predictions:

1. I am no prophet.
2. Everybody is making predictions. Those who are worth listening to, and those who aren't.
3. Predictions are often just noise for media owners. Many have far more urgent and deeper needs and cannot afford to be distracted by sales pitches disguised as prophecies.

So, what should media brands focus on in 2025?