Measuring the Pulse of Journalism – Notes from Perugia

International Journalism Festival | Perugia, Italy 9-13 April 2025

Written by Agnese Ēķe-Cēsniece

Every year, the beautiful Italian city of Perugia transforms into the unofficial capital of journalism. The International Journalism Festival gathers media professionals, journalists, tech innovators, and everyone in between for five days of ideas, debates, and quite a bit of espresso.

Imagine this: panel discussions, presentations and workshops buzzing in historic buildings, deep conversations spilling over into street cafés, on park benches and bus stops, and people taking notes while simultaneously standing in line for gelato. 

 

Of course, it's physically impossible to attend every session—even if you try your best with an optimized calendar and Olympic-level walking shoes. Patience and comfortable footwear are essential. Some sessions are so popular that unless you queue 30 minutes early, you’ll be networking outside instead of learning inside. (Not the worst trade-off, to be honest.)

 

Here’s what stood out for me this year:

The Media Landscape is Shifting—Everywhere

Local media outlets across Europe and the U.S. are becoming fragile. In many places, they've been replaced by WhatsApp groups, Facebook communities, and the never-ending scroll of social media. Journalism is no longer just about printing or broadcasting—it's about adapting to where the audience actually is. Spoiler: they’re mostly on TikTok and Instagram.

Young People Don’t Just Dance on TikTok—They Get News There Too

To stay relevant, media organizations must meet audiences where they are. Yes, TikTok is still full of cats and dance challenges, but it’s also where many young people get their daily dose of news. If we ignore that, we’re not just behind the times—we're invisible.

AI: Friend, Not Foe (At Least For Now)

Artificial Intelligence is not coming for your journalism job... yet. It's more like a helpful assistant—think of it as the intern who never sleeps but still needs clear instructions. AI is being used to archive material, analyze data, and yes, even detect deepfakes. But critical thinking? Editorial judgment? That's still our job.

That said, AI does bring new risks—fake images and deepfake videos are becoming more sophisticated. The ethical and editorial challenges ahead are real. Media organizations must set clear strategies and include their teams in how AI tools are used, so that the tech remains a partner, not a loose cannon.

Collaboration is the New Competition

For small or exile media outlets, collaboration is no longer optional—it's the key to survival. Shared resources, joint investigations, co-funding strategies: this is where we can build resilient, sustainable media ecosystems. Journalism isn’t a solo sport anymore; it’s a team effort across borders.

Supporting Journalists in Exile and Under Pressure

One deeply important takeaway from the festival was the growing need to support journalists who work under difficult or even dangerous conditions. A large number of journalists around the world do not have the privilege of working in safe, supportive environments. Some are oppressed in their home countries; others live and report from exile, far from their communities.

In today’s age of hyper-globalization and polarization, it’s more important than ever to stand with these journalists—offering resources, networks, and solidarity. At the same time, we must not forget to safeguard media independence even in regions where the pressure might not (yet) be extreme. 

Understanding the Audience: Not as Easy as It Sounds

One of the biggest challenges in media today is not just “reaching” the audience but understanding them. Too often, media create content based on assumptions. But people don’t always know what they need—until they see it in a format they understand. (A bit like vegetables: you know they’re good for you, but you’ll only eat them if they’re served right.)

This requires data, community engagement, and honest conversations. Media should be able to explain what gap their content fills and why it matters. That’s how we build trust—and yes, financial support too.

 

So… Is Perugia Worth It?

Absolutely. It’s where you take the temperature of the media world. Some described this year’s festival as “group therapy,” others said it felt like a “marketplace” because of the endless queues, and for many, it was simply a chance to reconnect with old friends and allies you never get to talk to back home. All of these are true—and all of them are worth experiencing.

From beautiful chaos to meaningful insight, Perugia once again reminded us why journalism matters, and how much more we still have to learn—and do.