“Adaptability will be key to navigating new challenges” for the academic media sector, says Anca Babor, Director of Customer and Markets, Publishing, and Events

The academic media landscape is evolving, driven by digital platforms that speed research dissemination but amplify concerns over misinformation. Institutions and publishers must now prioritise digital excellence and peer reviewed content to safeguard academic and scholarly research integrity.

Generative artificial intelligence (AI) offers great potential to enhance research workflows and expand accessibility, but it also presents risks, such as misinformation and threats to research integrity. Publishers have the opportunity to integrate AI tools that support credibility and trust into their workflows. The key question is whether to consider AI-assisted research for publication and how to incorporate AI into decision making.

Simultaneously, the rise of open-access policies and evolving funding models are disrupting traditional publishing frameworks. In response, established publishers must diversify their revenue streams while maintaining credible content delivery. We see innovative open-access approaches, like the Diamond model, where institutions fund article publications. Continuous experimentation will be key in maintaining relevance and acquiring market share in new segments.

The challenge of balancing open access mandates with financial sustainability echoes similar shifts in media and creative industries adapting to “free content” models. Lessons from these industries, such as leveraging personalisation, community engagement, and user-driven innovation, help inform academic publishing strategies. Streamlined submission systems and enhanced user-centric designs are critical to accelerating the journey from submission to acceptance, ultimately improving research accessibility and impact. Strong example initiatives include preprint communities (eg, medRxiv), whereby researchers are invited to share early process feedback. Smaller publishers, with their ability to offer personalised services and nimble operations, are poised to do well and highlight the importance of agility and adaptability in the global publishing arena.

As publishers adopt digital tools and data-driven strategies, safeguarding research quality and preventing manipulation or misinformation is paramount. Additionally, aligning with evolving global standards, such as prioritising equity, diversity, and inclusion, is essential for fostering an inclusive environment for authors and readers alike. BMJ Group integrates patient perspectives to ensure research is relevant, ethical, and credible, meeting the demand for integrity and inclusivity. Other notable steps include rigorous peer-review processes and transparent data-sharing practices that promote accountability.

Finally, sustainability initiatives are vital. The focus should be on reducing environmental impact and aligning with global climate priorities. Delivering sustainable practices alongside content integrity helps to establish a name in ethical publishing. The BMJ has shifted to fortnightly print editions and daily online updates. Such steps are part of a broader effort to ensure that publishing remains a force for positive social impact, combatting misinformation and amplifying diverse and inclusive voices across research communities. 

Ultimately, the future of academic publishing belongs to those who can balance innovation with integrity. Adaptability will be key to navigating new challenges.

About Anca Babor

As BMJ Group’s Director of Customer and Markets, Publishing, and Events, Anca oversees the Group’s core business of Publishing and Events, which spans academic, research and corporate markets. She holds an MBA from INSEAD and has extensive strategic experience acquired at Thomson Reuters, Shell, and GlaxoSmithKline.