ABC latest: key trends and stories for 2025
As the latest ABC results are published, PPA CEO, Sajeeda Merali shares highlights from the publishing sector and why she is so excited about the year ahead.
Trusted editorial brands are united by communities with shared passions around their professional and personal interests. These interests and passions are central to people’s lives whether that’s their love for all things history through Immediate’s History Extra podcast, their passion for gaming through Edge, or their focus on sustainability inspired by Good Housekeeping’s eco-editorial content.
Our unique advantage is that we meet consumers wherever they are – we exist on all media platforms – because our interests and passions are central to what we do as people, and how we live our lives.
We have the power as brands in these communities to shape culture, drive belonging, and influence behaviour.
Trusted editorial brands meet with their audience wherever they are
Our brands connect with audiences in digital spaces – that might be searching for the latest air-fryer trends on the Good Food app, or tuning in to the Bunkered podcast, which has now been downloaded over a million times.
We connect with audiences in real life, whether it’s at the Time Out and Uber’s Big Dish Energy Live, Wired Impact – a sustainability and ESG event, or Stylist Live, which draws tens of thousands of people annually to celebrate the latest trends in fashion and beauty
And publishers continue to respond to audience demand with new publications. Last November, Bauer launched Grazia Beauty, created in direct response to readers’ obsession with beauty. And high-end bakery Gails have just launched their own magazine Companian, exploring the beauty of baking and realities of growing and making food in the 21st century.
Building communities through memberships
UK magazine memberships are experiencing notable growth as publishers adapt to changing consumer preferences by offering tailored, value-driven content experiences. Membership models allow publishers to build direct, lasting relationships with their audiences, providing exclusive content, perks, and a sense of community.
All of these platforms bring together communities in the form of memberships. Membership isn’t just about subscribing; it’s about the joy of being part of something bigger — a community. For example, BBC Gardeners’ World magazine doesn’t just offer tips and content; it connects gardeners with exclusive events, deals, and resources tailored to their passion. The Elle Collective, Good Housekeeping VIP and Men’s Health Squad all cater to their respective audiences and provide opportunities for advertisers to talk directly to these highly engaged groups.
So, why do trusted editorial brands matter now more than ever?
There has never been a time when authentic voices, quality editorial, brand safety and trusted audience data were so important.
Look at what’s happened so far in 2025 – we have a fast-changing geopolitical landscape, increased involvement in policy-setting by the biggest tech companies, and the removal of censorship and fact checking. We live in a world of infinite content, algorithms, echo chambers and misinformation.
That’s why organisations like ABC matter, providing independent verification and insights that demonstrate how audiences genuinely engage with trusted editorial brands. Places where advertisers can safely share their products and services, and reach the right audience.
Trusted editorial brands are held to a higher standard
Our brands are underpinned by expertise, always providing quality content that sparks curiosity, fuels discovery and prompts purchase.
This provides access to valuable communities, and helps advertisers to build influence, trust and connection. Take Amazon’s collaboration with Closer on the video series Fixing Up Your Home – a campaign designed to inspire DIY and home-improvement enthusiasts. Or Immediate’s partnership with Aston Martin and PUBG through their Top Gear channels, which leveraged Top Gear’s extensive access to car enthusiasts.
Growth forecast
Publishers are predicting positive commercial development in areas of membership, podcasts and events in 2025. This sits alongside the latest AA/WARC data with 1.3% growth in online brands forecast.
In an era where trust and quality journalism are paramount, publisher brands stand out for their authority, credibility, and ability to serve niche and specialist interests. This unique connection fosters loyalty and positions memberships as an appealing option for consumers seeking both entertainment and deeper engagement in trusted environments.
As a collective industry we provide the influence and authority to create impact for advertisers – our audiences trust our recommendations, they intentionally seek us out, they feel seen and represented by us and they move with us from browse to buy. Something all marketers should be keen to have on their plan.
