Industry Autumn 2025: Between Buzzwords and Real Insights

September 2025 brings the industry’s diverse topics to the stage – from artificial intelligence and paid content to values and responsibility. The exciting question: which contributions provide real insights, and where does it remain just the usual buzzword bingo?

Artificial intelligence is now everywhere – evolving from a buzzword to a practical tool, so to speak. The crucial point is whether concrete use cases are finally being presented. At Scoopcamp in Hamburg (September 10), the focus is on the “big visibility shift” driven by Google and AI – a topic directly affecting reach and monetization. At the INMA Media Innovation Week in Dublin (September 22–26), international cases take center stage, showing not just visions but truly actionable strategies. Meanwhile, falkemedia’s [Green Campus] (https://mvfp-akademie.de/event/falkemedia-green-campus/)(September 24, Schönkirchen/remote) aims to demonstrate how a newsroom could operate entirely AI-driven in the future. Will this remain a vision, or is it becoming everyday reality? We’re excited to find out.

Reader revenue remains the most important source of income. Especially intriguing are the hands-on insights at the MVFP Distribution Summit in Hamburg (today, September 9). Here, we’ll see how AI can be used in sales and subscription marketing amid current attention scarcity – hopefully with concrete examples. Cornelia Fuchs and Johannes Vogel will share at Scoopcamp their experiences with “300 Days of stern+,” revealing what worked and what didn’t – I’m looking forward to this firsthand report. In Dublin, topics will include areas rarely discussed on German stages: dynamic pricing, product and revenue mix.

Beyond tools and KPIs, the topics of values and responsibility remain essential. The communicationscongress in Berlin (September 11–12) focuses on the role of media in times of upheaval and uncertainty. Voices such as Joschka Fischer, Luisa Neubauer, and Rainer Esser (ZEIT) provide insights on how to guide audiences beyond short-term click metrics. My expectation here: fewer operational takeaways, but plenty of strategic inspiration.

For me, it’s usually the conversations offstage that make the real difference: hallway discussions during breaks, exchanges at evening events, or between panels – these encounters show why being there in person is truly worthwhile.

We look forward to seeing many of our clients – and making lots of exciting new contacts. Upscore will be present live at the MVFP Distribution Summit and Scoopcamp. Exciting conversations guaranteed – on stage, in coffee breaks, and everywhere in between.

My takeaway: September will reveal which contributions offer real value and which are just serving buzzwords. Initial impressions will be shared on LinkedIn during the events, with a detailed recap following in October.

Christian Hasselbring is responsible for Business Development at Upscore.