World News Media Congress 2025: Press Freedom & Innovation

The historic city of Krakow, Poland has become the global epicenter of media innovation and strategic dialogue as the 76th World News Media Congress kicked off yesterday, May 4, 2025. Running until May 6, this three-day event brings together over 1,000 media executives, editors, and digital specialists from around the world under the compelling theme “Mastering Media’s New Playbook” for intensive discussion about the future of news publishing.

A Global Forum for Media Innovation

The World News Media Congress (WNMC) is the premier annual event of the World Association of News Publishers (WAN-IFRA), an organization that serves as the global voice of the world’s press. WAN-IFRA represents approximately 3,000 news publishers and technology companies, alongside 60 national publishers’ associations that collectively speak for 18,000 publications across 120 countries. This extensive network makes WAN-IFRA one of the most influential organizations in the global media landscape.

Each year, the Congress selects a host city that offers both strategic relevance and cultural significance to the media community. The choice of Krakow for the 2025 edition carries particular weight given Poland’s complex relationship with press freedom in recent years and its proximity to Ukraine, highlighting the vital role of independent journalism in regions facing political and social challenges.

Why Krakow Matters

The selection of Krakow as host city is far from coincidental. Poland has been at the forefront of struggles for press freedom and democratic values in Eastern Europe, with independent media playing a crucial role in recent political transitions. Bartosz Hojka, CEO of Agora Group and member of WAN-IFRA’s Supervisory Board, emphasized this significance when the location was announced last year: “It is a unique opportunity for media leaders to be in a country which borders Ukraine, battling for the security of the whole continent, and which last year stood up to a populist government, thanks in part to dynamically operating independent media.”

The timing also aligns with Poland’s upcoming EU presidency, positioning the Congress at a critical juncture for discussions about media’s role in democratic societies.

The Congress Structure: Three Strategic Tracks

This year’s Congress has been meticulously structured around three main conference tracks, each targeting specific segments of the media leadership ecosystem:

1. Media Leaders’ Summit – Tailored for CEOs, publishers, and top executives, this track focuses on strategic decision-making and organizational transformation.

2. Editors’ Summit – Designed for newsroom leaders, with emphasis on trust-building, audience engagement strategies, and the implementation of AI in editorial processes.

3. Digital Revenue Summit – Addressing the ever-critical challenge of sustainable business models with exploration of recent developments in the digital news business.

Across these tracks, the Congress promises to deliver practical strategies rather than theoretical discussions, with numerous case studies from organizations that have successfully navigated the complex media landscape.

Distinguished Speakers and Key Voices

The 2025 Congress features an impressive roster of approximately 100 speakers representing the full spectrum of the global media industry. Among the most anticipated presentations is an address by Nobel Laureate and former Polish President Lech Wałęsa, whose perspective on democracy and free expression carries particular weight given his historic role in Poland’s democratic transition.

Other notable speakers include Marty Baron, retired Executive Editor of The Washington Post, and Ladina Heimgartner, Head Media & CEO of Ringier Medien Schweiz, alongside numerous digital innovators and media strategists.

Awards and Recognition

A highlight of the Congress will be the presentation of the 2025 Golden Pen of Freedom, WAN-IFRA’s prestigious award recognizing significant contributions to press freedom globally. The award has previously honored journalism pioneers and freedom fighters including Gazeta Wyborcza (Poland), Jimmy Lai & Apple Daily (Hong Kong), Jamal Khashoggi (Saudi Arabia), and Maria Ressa (Philippines), underscoring the organization’s commitment to defending independent journalism worldwide.

Today’s Focus: AI and Revenue Innovation

As the Congress enters its second day, attendees are gathering for specialized sessions including a notable “Partner Showcase Breakfast” focused on AI-powered advertising strategies. This morning session, hosted by Smartico and featuring Christian Scherbel (Founder & CEO) and Guy Tasaka (Local Advertising Evangelist, formerly of The New York Times), promises to deliver actionable insights on leveraging artificial intelligence for revenue generation.

The Road Ahead

Building on the success of previous Congresses, including last year’s event in Copenhagen which attracted over 1,100 delegates from 78 countries, the Krakow gathering aims to equip media organizations with practical tools for navigating an increasingly complex information landscape.

WAN-IFRA CEO Vincent Peyrègne has emphasized that beyond technological innovation, the Congress will focus on “the new tactics needed to underpin trusted journalism in a world where truth is increasingly losing its currency” – perhaps the most critical challenge facing media organizations today.

As the global media industry continues to reinvent itself in response to technological, economic, and societal pressures, the insights and connections forged in Krakow this week will likely shape news publishing strategies well beyond 2025.