Every year, new language reflects the cultural moment, but in 2025, Oxford’s Word of the Year, ragebait, couldn’t be further from the world of magazine publishing. At InterMedia, we champion communication built on trust, audience insight, and long-term loyalty. So instead, we’ve chosen three Words of the Year that genuinely represent where the magazine, print and subscription sectors are heading: Hybrid, Value and AI.

These themes aren’t just trends; they’re shaping the future of how content is delivered, consumed, and sustained.

 

Hybrid

“A thing made by combining two different elements.”

Hybrid subscriptions are becoming the new standard across the magazine industry. As more publishers shift towards dual-format subscription models, readers are increasingly offered both digital magazine access and traditional print editions. This hybrid approach reflects a broader change in the media landscape, where consumers want flexibility without losing the premium experience of print.

A major driving force behind this shift is Gen Z. Despite being the generation spending the most time online, they’ve also become one of the biggest-spending demographics. Their habits challenge conventional thinking: digital content is essential, but printed editions still hold emotional, collectable and brand-worthy value.

For publishers, hybrid subscriptions offer resilience and reach. They provide readers with accessibility wherever they are while protecting the unique strengths of print. In a digital world full of fast, forgettable content, hybrid models deliver both convenience and connection.

 

Value

“The regard that something is held to deserve; the importance, worth, or usefulness of something.”

In a climate shaped by the cost-of-living crisis and a growing spending-or-saving culture, the idea of value has never been more important. Subscribers are more selective than ever, carefully choosing where their money goes, and subscription models must now prove their worth consistently.

For many readers, value is no longer just about price. It’s about relevance, purpose, and the feeling of belonging. This is why niche content, specialist magazines and curated subscription models are thriving. They speak directly to highly engaged audiences who want content that reflects their interests and identity.

Publishers who deeply understand their readers, their motivations, habits and needs, will be the ones who achieve strong retention in 2025. Delivering value means creating subscription models that adapt, communicate clearly, and reinforce their importance month after month.

 

AI

“The application of computer systems able to perform tasks or produce output normally requiring human intelligence, especially by applying machine learning techniques to large collections of data.”

Artificial intelligence has quickly become one of the most influential forces in modern publishing. In 2025, AI is less about disruption and more about improvement, elevating how publishers analyse audiences, forecast trends, and streamline workflows.

Behind the scenes, AI supports everything from content analysis to market research, making it easier for teams to understand what readers want and how they behave. It also enhances productivity across the workforce, improving efficiency, supporting editorial planning, and offering advanced writing tools that help refine and strengthen content.

When used responsibly, AI doesn’t replace human creativity; it enhances it. For subscription brands, this means more targeted communication, smarter retention strategies and content that adapts to real audience trends.

 

Looking Ahead

While the digital world grapples with trends like ragebait, the magazine industry is moving in a different direction, one defined by clarity, connection and genuine audience understanding.

Hybrid models give readers’ choice.

Value keeps them loyal.

AI helps publishers stay ahead.

Together, these three themes are shaping a stronger, more resilient future for magazine publishing.

Partner With InterMedia

InterMedia serves the growing circulation marketing needs of independent publishers. InterMedia is the UK’s only fully integrated provider of a multichannel approach to circulation marketing and distribution solutions. We put our clients first, working with them to grow their total audience reach. Our solutions, like our thinking, are not limited to one channel or price point.

Learn more or get in touch: inter-media.co.uk