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Far from fading into obsolescence, traditional media houses are undergoing a quiet revolution. A recent report by The Drum’s Business Intelligence Center, based on interviews with senior media leaders across five continents, reveals a strategic shift: from chasing mass reach to cultivating meaningful relevance, and from ad dependence to diversified resilience.

In South Korea, the JoongAng Group exemplifies this transformation by repurposing its newspaper distribution network into a same-day delivery service, now handling over 12 million packages annually. “We had the infrastructure,” notes CEO Changhee Park, “so we used it differently.”

Meanwhile, Hearst UK is expanding beyond traditional publishing. The company has launched the Hearst Institute, an 8,000-square-foot facility in Feltham, London, dedicated to rigorous product testing and accreditation across its brands, including Cosmopolitan, ELLE, and Men’s Health, aiming to provide consumers with trusted product endorsements. It is also enhancing its experiential offerings through HearstX, creating immersive events that blend physical and digital experiences

These initiatives reflect a broader industry trend: traditional media entities are leveraging their trusted brands and existing infrastructures to diversify revenue streams and deepen audience engagement. By embracing innovation and focusing on quality over quantity, they are redefining their roles in a rapidly evolving media landscape.