The FIPP World Media Congress took place last week in Madrid, marking the 100th anniversary of the international magazine publishers association. The global gathering brought together hundreds of industry leaders, innovators, and creators to explore the next century of storytelling, technology, and trust in media.
Hearst Magazines International was proud to participate as both a sponsor and presenter at this year’s Congress, contributing to three key moments in the program: as the exclusive sponsor of the official welcome reception and through two main stage presentations.
FIPP Congress 2025 Kick Off
The Congress opened Tuesday with the official Welcome Evening at Madrid’s historic Museo Chicote, where delegates enjoyed cocktails inspired by Hearst’s iconic brands — Cosmopolitan, Esquire, and Harper’s BAZAAR — along with tapas in one of the city’s most storied venues. Fittingly, the legendary bar was once a favorite haunt of Esquire contributor Ernest Hemingway, making it the perfect setting for Hearst Magazines International to celebrate a century of innovation in publishing.
Joe Martin, VP, Media Licensing, Hearst Magazines on Storytelling, Trust, and Innovation in the Age of AI
Joe presented “Beyond Search: Hearst’s Playbook for Navigating a New Reality,” exploring how Hearst is adapting to an AI-driven media landscape defined by declining search traffic and shifting consumer trust. Using Gay Talese’s “Frank Sinatra Has a Cold” as a metaphor for timeless storytelling, he emphasized that brand authenticity, rigor, and emotional resonance remain irreplaceable even as automation reshapes content creation.
Joe highlighted how audiences now both find and create information differently — with AI-generated sites growing 700% and accounting for half of all online articles. To counter trust erosion, Hearst is doubling down on its heritage of credible journalism while reducing reliance on platforms like Google and Facebook, instead investing in direct, multi-channel connections through memberships, events, and first-party data initiatives like Harper’s BAZAAR Privé in London.
He also pointed to rising engagement through data-driven personalization and shared global learnings — from SEO best practices pioneered by Hearst Spain to the success of Harper’s BAZAAR France, which thrives by staying authentically local. Concluding on a note of optimism, Joe underscored Hearst’s resilience:
“Some of our brands are old enough to have survived world wars and the birth of the internet,” he said. “By leaning into what made them special, they’ll continue to thrive in the next era of media.”
Cristina Martín Conejero, CEO, Hearst Spain, on Redefining Traditional Media for a Digital World
Cristina Martín Conejero, CEO of Hearst Spain, joined the panel “Beyond the Page: How Traditional Media Brands Are Becoming Media Ecosystems” alongside media executives from India and the Netherlands.
She shared how Hearst Spain continues to evolve its brands into diversified media ecosystems, integrating print, podcasts, video, newsletters, and live experiences to meet audiences wherever they are. Her remarks reflected Hearst’s ability to blend heritage and innovation, demonstrating how trusted media brands can continue to expand their influence while staying true to their creative foundations.
Looking Ahead
Hearst’s presence at the FIPP World Media Congress underscored its leadership in shaping the future of global publishing — one built on trust, creativity, and innovation. As the industry enters its next century, Hearst remains committed to pushing boundaries, amplifying its iconic brands, and continuing to set the standard for storytelling around the world.
