Words by Petra Buchanan
This LinkedIn quote summed up 2024 in the media industry perfectly: “If you… haven’t this year been made redundant, quit, told your publication’s shutting down, hung up on 100 times, randomly moved overseas, started your own agency, folded your own agency, switched to in-house, moved out of comms, or re-evaluated your entire career... did you even 2024?”
The humour may be dry, but it captures the chaotic, transformative nature of a year where nearly everyone in media found themselves at a professional or personal crossroads.
As 2024 ends, the sector finds itself at a pivotal crossroads. This was a year of reckoning, marked by resilience, upheaval, and pressing challenges that demand immediate attention. From journalism to digital media, public relations, advertising, marketing, publishing, and production, every corner of the media ecosystem was tested.
The Year in Numbers
The Workplace Gender Equality Scorecard delivered a mixed verdict. Women now hold 32 per cent of senior leadership roles in media – a meaningful step toward dismantling the glass ceiling. But the same report highlighted entrenched pay gaps and a scarcity of advancement opportunities beyond middle management. These numbers reveal an industry grappling with structural inequities that no longer reflect the innovative, dynamic world it seeks to serve.
Meanwhile, the Women in Media Industry Insight Report revealed that career dissatisfaction among women in media reached record highs for the third consecutive year. Burnout, inequitable pay, and stalled career progression dominated the findings.
Catherine Fox's insight in Breaking the Boss Bias feels particularly apt: “Systemic bias doesn’t just damage individuals – it costs organisations dearly in lost talent, reduced productivity, and a lack of diversity in decision-making.” These challenges aren’t just personal; they’re an existential risk to the industry’s future.
At the same time, the Ethics Index 2024 showed a slight improvement in public trust in media – evidence that Australians are recognising the value of credible, nuanced reporting. Yet scepticism remains high toward major players, fuelled by misinformation, clickbait, and the rapid rise of AI-generated content. These forces continue to challenge public trust, creating a precarious divide between engagement and disengagement.
Social Media and the Next Generation
The introduction of new legislation banning social media for Australians under 16, thrust the role of media in youth well-being into the spotlight. Platforms like TikTok and Instagram often shoulder the blame for rising mental health crises, but the broader media ecosystem must also take responsibility. As a recent Medical Journal of Australia article highlights, social media may be more of a convenient scapegoat than the sole root cause of youth self-harm. For young people already grappling with societal pressures and sensationalist narratives, the cumulative effects of a relentless media cycle can deepen vulnerabilities.
This legislation is a reminder that the media’s responsibility extends far beyond just reporting – it must shape healthier, more constructive conversations for younger audiences. Whether through journalism, advertising, or digital content, every sector must examine its role in creating a safer, more empowering media environment.
Industry Resilience Amid Crisis
Despite these challenges, there were glimmers of hope. Independent outlets continued to gain traction and credibility, often outpacing legacy media in authenticity and audience engagement. Important conversations about transparency, AI ethics, and the role of media in social cohesion sparked initiatives that could reshape the industry.
Yet, 2024 was undeniably tough. Economic pressures hit hard, with declining ad revenue leading to widespread job cuts and pared-down newsrooms. AI-driven automation filled some gaps but brought its own ethical dilemmas, particularly regarding bias and misinformation. For many, the professional toll was accompanied by personal strain, with burnout and mental health challenges leaving a profound mark on the industry’s workforce.
Women in Media: A Community for Change
In this turbulent landscape, Women in Media (WiM) stood out as an important convenor and community builder. With its mission to elevate women’s voices, foster resilience, and connect professionals across sectors, WiM has become an essential force in shaping a stronger, more inclusive media future. At its annual National Conference and Oration, by amplifying research, and offering support, WiM addresses many of the structural and cultural barriers women face in media.
As the challenges mount, the need for a robust, united community grows even more urgent. WiM is more than a network – it’s a space for connection, collaboration, and collective progress. If 2024 taught us anything, it’s that solutions to these challenges won’t come from isolated efforts. Building a committed and creative community is key, and WiM is at the heart of this movement.
Three Key Priorities for 2025
Looking ahead, three themes stand out as vital for a more equitable and innovative media landscape:
1. Supporting people
The media’s greatest asset is its people. To retain and elevate talent, organisations must embrace inclusive cultures where diverse voices are not only heard but empowered to lead. Tying executive KPIs to diversity and inclusion goals should no longer be seen as optional – it’s overdue.
Policies that support work-life balance, equitable pay, and professional growth must move from being performative to transformative. In doing so, organisations will not only address their pipeline problems but also create workplaces where talent can thrive.
2. Driving trust
Trust is fragile, particularly in an era of rampant misinformation and sensationalism. Whether it’s covering mental health, gender equity, or societal challenges, the media’s responsibility lies in fostering nuanced, responsible reporting. This extends to advertising, public relations, and digital content, where authenticity must triumph over metrics-driven clickbait.
For younger audiences, in particular, the stakes are high. As gatekeepers of public discourse, media organisations must commit to building healthier, more constructive narratives that inform and empower.
3. Leveraging technology responsibly
AI has the potential to revolutionise media workflows, but it must be used responsibly. Clear ethical frameworks are essential to prevent bias, misinformation, and exploitation. At the same time, technology must amplify creativity and inclusion, not sideline human judgment. Regulation will be critical to ensuring fairness and accountability without stifling innovation.
A New Year’s Commitment
If 2024 was a year of reckoning, 2025 must be one of action. Investing in people, focusing on trust, and leveraging technology responsibly is non-negotiable. The fight for trust and relevance is ongoing, but it’s a fight worth having.
My New Year’s commitment is simple: to continue fostering change in the media industry through collaboration and community. I invite you to join me by becoming a member of the WiM Hub. Together, we can connect, learn, and advocate for a stronger, more inclusive future.
The year ahead will not be without its challenges. But as we’ve experienced, the media industry is nothing if not resilient – especially with a shared commitment to progress.
Petra Buchanan is a strategic advisor to Women in Media Australia, a director and Acting Chair of AMPCO, the Australian Medical Publishing Company. During her executive career she was CEO of ASTRA, the Australian Subscription TV and Radio Association and the McGrath Foundation, Co-founder of digital start-up TuShare/Sendle and senior executive of Unisys Asia Pacific and Discovery Networks International. She started her career with NBC News in the US.