Images by Jason Purple.

Following the awards, attendees were among the first to view the National Geographic Traveller (UK) Photography Competition 2026 exhibition, which is now open to the public until 12 July. Spanning Granary Square, the free outdoor exhibition features winning and finalist images displayed across specially designed benches.

Browse the gallery below for highlights from the evening’s celebrations and exhibition launch.

Images by Jason Purple.

The campaign culminated in ���������Բ�360’s acting deputy editor, Evelyn Richards, completing the Edinburgh Marathon in support of the charity. Reflecting on the experience, Evelyn said: “The marathon was one of the toughest physical challenges I’ve ever done as temperatures reached around 23C and there were long stretches of exposed heat throughout the route. However, I kept reminding myself what I was running for, and the stories we’d spent weeks helping tell through this campaign helped carry me through the hardest moments and the finishing line.”&�Բ�����;

The six-week partnership combined editorial storytelling, social content and fundraising initiatives designed to spotlight the realities of living with inflammatory bowel disease (IBD), while encouraging conversations around chronic illness, visibility and resilience. 

Discover the series of features Living360 published throughout the partnership: 

• What Adele Roberts wants you to know about running with a stoma. Read .��
• What running a marathon does to your body — and how to recover after race day.��Read .��
• The reality of living with Crohn’s or colitis in your 20s.����𲹻���.��
• The stoma bag myths that still need debunking.����𲹻���.��
• The marathon kit, fuel and gear that Evelyn relied on for race day.��Read .��

Evelyn added: “From the start, we wanted this partnership to feel honest, informative and human at its core. Crohn’s and colitis are often invisible conditions, and hearing directly from those willing to share their experiences was very powerful. It was incredibly rewarding to see how strongly audiences connected with the stories.”&�Բ�����;

If you would like to support Evelyn’s fundraising efforts for Crohn’s & Colitis UK, . 

### 

About 91����Ƶ 
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.  

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk 

Showcasing the winning images in all eight categories — Urban, People, Landscape, Wildlife, Food, Aerial, Rising Star and Portfolio — this inaugural public exhibition offers the opportunity to experience the magazine’s spectacular photography up close, for a limited time only.

Since its launch in 2011, the National Geographic Traveller (UK) Photography Competition, sponsored by Hahnemühle and King’s Cross, has highlighted the value of visual storytelling — and 2026 was no exception. This year’s winners stood out for their distinct perspectives, keenness to see things differently and determination to document stories from around the world.

Ben Rowe, senior picture editor for National Geographic Traveller (UK), said: “It’s been a real pleasure to follow the entire journey of the photo competition. The introduction of two new categories — Rising Star and Aerial — has elevated this year’s competition, and I’m excited to share these outstanding photographs with the public at our exhibition in King’s Cross.”

The winners were announced at an awards ceremony on Thursday 28 May at Samsung KX, a contemporary immersive experience space.

Event details: National Geographic Traveller (UK) 2026 Photography Exhibition 
Date:  28 May-12 July
Time: Open 24/7
Location: Granary Square, King’s Cross
Price: Free 

Winners of the competition can be found here:

Website: News, features and more:
Find us on Facebook:
X:
Instagram:
TikTok:

National Geographic Traveller (UK) digital edition is available for Apple, Android and Kindle:

###

Notes

National Geographic Traveller (UK) Photography Competition was launched in 2011. This year it covers eight categories including: Urban, People, Landscape, Wildlife, Food, Aerial, Rising Star and Portfolio.
Sponsors include Hahnemühle and King’s Cross.

National Geographic Traveller (UK) is published under licence by 91����Ƶ, from National Geographic Partners LLC in Washington, DC. The travel and lifestyle magazine launched in December 2010 and is packed full of you-are-there photography, authentic travel experiences and inspiring narratives. It has a cover price of £5.95, is available via subscription and on newsstands, and is published 10 times a year.

For more information about National Geographic, visit , find us on the National Geographic app or visit us at , , , , , and . 

###

About 91����Ƶ  

91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.   

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It’s also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk 

More than 3,500 images were entered into the competition’s eight categories, with submissions celebrating destinations, people, cultures and wildlife from around the world through exceptional storytelling and technical creativity. Two new categories were introduced in 2026: Aerial, showcasing drone photography, and Rising Star, spotlighting photographers aged 18 to 25, reflecting the growing popularity of aerial imagery and a commitment to supporting emerging young talent.   

The judging panel — made up of internationally renowned photographers alongside members of the National Geographic Traveller (UK) editorial and design teams — praised the exceptional standard of entries, noting the wide range of styles, perspectives and stories represented throughout the competition. 

This year’s Grand Prize winner, Edward Hasler, will receive an 11-day photographer’s dream trip to British Columbia, Canada, courtesy of Journeyscape. The prize offers the chance to explore some of Canada’s most spectacular landscapes and wildlife-rich environments, while capturing unforgettable images along the way. 
 
Ben Rowe, senior picture editor for National Geographic Traveller (UK), said: “The winning images make up a stunning group of photographs, offering unique perspectives on life around the world, from abstract landscapes and street food to busy city life and quiet, intimate moments. It’s a collection that inspires a desire to travel.”&�Բ�����;

The images will be on display from 28 May to 12 July across Granary Square and the surrounding area of King’s Cross, transforming the destination into an open-air gallery showcasing some of the most captivating work from this year’s competition. 

Now in its 15^th year, the National Geographic Traveller (UK) Photography Competition, sponsored by Hahnemühle and King’s Cross, has become a leading platform for emerging and established photographers from the UK and Ireland, offering a national stage to share their work with a wider audience. The competition continues to celebrate photography that captures the spirit of travel and discovery.  

Winners and finalists for 2026 

Urban  

Winner: Somdutt Prasad 

Highly Commended: Callum Alexander Liddle 

Runners-up: Matthew Ingham-Dempster and Sean Mark Dagnall 

People  

Winner: Nurettin Boydak 

Highly Commended: Ashleigh Benn 

Runners-up: Alice Rosano and Luisa Dicicilia 

Landscape  

Winner: James Campbell 

Highly Commended: Ryszard Lomnicki 

Runners-up: Lena Drapella and Timothy Burgess 

Wildlife  

Winner: Felix Belloin 

Highly Commended: Cam Parfitt 

Runners-up: Matt Porteous and Cheryl Michie 

Food  

Winner: Zaeem Jafri 

Highly Commended: Edward Hasler 

Runners-up: Giulia Verdinelli and Jadene Carey 

Aerial  

Winner: Edward Hasler 

Highly Commended: Bingqian Gao 

Runners-up: Pawel Zygmunt and Tony Anh Tung Pham 

Rising Star  

Winner: Vaishu Gomthy Alwarappan 

Highly Commended: Lucas James Leal Martin 

Runners-up: Lucy O’Mahoney and Harry Ho Zi Le 

Portfolio  

Winner: Ben Pipe 

Highly Commended: Fred Forse 

Runners-up: Tamara Mitchell and Julia Caira 

Grand Prize winner 

Edward Hasler 

Event details: National Geographic Traveller (UK) 2026 Photography Exhibition &�Բ�����;&�Բ�����;
Date:  28 May-12 July 
Time: Open 24/7 
Location: Granary Square and surrounds, King’s Cross 
Price: Free

Website: 
Find us on Facebook: 
X: 
Instagram: 
TikTok: 

 National Geographic Traveller (UK)’s digital edition is available for Apple, Android and Kindle:  

### 

Notes 

The National Geographic Traveller (UK) Photography Competition was launched in 2011. This year it covers eight categories including: Urban, People, Landscape, Wildlife, Food, Aerial, Rising Star and Portfolio. Sponsors include Hahnemühle and King’s Cross. 

National Geographic Traveller (UK) is published under licence by 91����Ƶ, from National Geographic Partners LLC in Washington, DC. The travel and lifestyle magazine launched in December 2010 and is packed full of you-are-there photography, authentic travel experiences and inspiring narratives. It has a cover price of £6.25, is available via subscription and on newsstands, and is published 10 times a year.   

For more information about National Geographic, visit , on the National Geographic app or visit us at , , , , ,  and . &�Բ�����;

###

About 91����Ƶ  

91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.   

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It’s also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk 

These are among the industry’s most coveted accolades, recognising the finest journalists, content creators and PR professionals working in travel today. 

The team received the following nominations: 

Specialist Travel Writer of the Year (Destination): Farida Zeynalova, editor, Postcards 

Specialist Travel Writer of the Year (Destination): Amelia Duggan, freelance 

Feature of the Year: Amanda Canning, deputy editor

Feature of the Year: Charlotte Wigram-Evans, lead editor, The Collection ������National Geographic Traveller (UK), for ‘‘

Travel Media Website of the Year: National Geographic (nationalgeographic.com) 

Travel Magazine of the Year: National Geographic Traveller (UK) 

The awards ceremony takes place on 22 June 2026 at The Londoner, Leicester Square. 

See all the finalists on the  website. 

###      

About 91����Ƶ      
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It’s published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.       

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It’s also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers.      

aplmedia.co.uk 

Hosted by the British Society of Magazine Editors, the awards celebrate editorial excellence, creativity and innovation across print, digital and social platforms, recognising some of the very best talent in publishing. 

The awards ceremony took place on Wednesday 13 May at Quaglino’s in St James’s, London, bringing together leading editorial talent from across the publishing industry. 

Many congratulations to all the very deserving winners and to everyone shortlisted at this year’s awards. 

See all the winners on the  website. 

###     

About 91����Ƶ     
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.      

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers.     

aplmedia.co.uk 

Inside, readers can explore the culinary landscape of Malta; plan the ultimate hiking trip to the mighty Dolomites; experience bustling Casablanca, Morocco’s largest metropolis; and sail through the best of Hawaii and French Polynesia on an adventure-filled voyage with Norwegian Cruise Line. &�Բ�����;

The issue also looks at how to spend the perfect weekend in San José del Cabo, a resort city in the Baja Peninsula home to idyllic beaches and world-class Mexican cuisine; where to find the best oysters in the US state of Maine; and how to make the most of Europe’s beer festivals.  �į&�Բ�����;

Farida Zeynalova, editor, said: “This issue is especially exciting as it’s brimming with inspiring features for the summer ahead. Daniela Frendo’s guide to Malta’s food and wine scene left me desperate to visit the Mediterranean island and spend hours basking in the sun among vineyards and olive orchards.” 

Alongside the absorbing features, stunning photography and comprehensive destination guides, readers can find special offers from the travel agencies represented by the Travel Leaders Network.   �į&�Բ�����;

Read the digital version of the Summer 2026 issue . &�Բ�����;

### �į&�Բ�����;

Notes 

Postcards is an award-winning custom travel magazine published by 91����Ƶ four times per year exclusively for Travel Leaders Network. The magazine is distributed to 170,000 top travel customers in the US, delivering exciting editorial on today’s most popular destinations and unique travel experiences. �į&�Բ�����;

Contact: �į&�Բ�����;

For editorial enquiries: �į&�Բ�����;
Tel: +44 (0)20 7253 9906 �į&�Բ�����;
editorial@aplmedia.co.uk �į&�Բ�����;

Farida Zeynalova, editor �į&�Բ�����;
Tel: +44 (0) 20 7253 9906 �į&�Բ�����;
farida.zeynalova@aplmedia.co.uk �į&�Բ�����;

Maria Pieri, editorial director �į&�Բ�����;
Tel: +44 (0) 20 7253 9906 �į&�Բ�����;
maria.pieri@aplmedia.co.uk &�Բ�����;

### 

About 91����Ƶ   

91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.    

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It’s also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk 

Bringing together journalists and media professionals from across the consumer and lifestyle sector, the event will explore the evolving world of lifestyle journalism, covering topics including beauty, fashion, culture and wider consumer trends. 

The session will feature contributors from the PA Media Consumer and Lifestyle team. Anna will sit alongside �ճ��&�Բ�����;�ձ���𲵰������’s social media editor for lifestyle, Ruby Borg, with PA Media journalists Josie Clarke and Lauren Taylor. The panel discussion will focus on what makes a story resonate with audiences today and how brands and PR professionals can build stronger relationships with editorial teams. 

Attendees will also watch presentations exploring current media trends, evolving editorial formats and the types of stories journalists are actively looking for across consumer and lifestyle content. 

As newsroom dynamics continue to evolve, events like The Taste Makers offer valuable insight into the changing media landscape and the growing importance of authentic, audience-focused storytelling. 

The event will be held at PA Media Newsroom, The Point, 37 N Wharf Rd, London W2 1AF 

Tickets are priced at £69 per person, or four tickets for £199 using the code 4TICKETS at checkout. 

Find out more and book tickets for the  

###    

About 91����Ƶ    
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.     

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers.    

aplmedia.co.uk 

Across sessions covering AI, audience strategy, newsletters, creator economies and product innovation, one message came through time and again — publishers that combine trusted human expertise and creativity with experimentation and strong community-building will be best placed to thrive. 

Here are five key takeaways from the event. 

1. Discovery is changing — and search can no longer be relied upon alone 

One of the strongest themes from the Enders Analysis report, Humans and Machines: The Everywhere Equation, was the decline of traditional search as a primary discovery tool. Audiences are increasingly finding content through newsletters, creators, events, communities, social platforms and AI-powered experiences rather than through Google alone. 

Publishers are being encouraged to focus less on trying to be everywhere and more on building value in the channels and relationships they truly own. The ‘hub-and-spoke’ content model discussed throughout the festival reflected this perfectly: creating one strong core piece of content and adapting it intelligently across multiple platforms and formats. 

Watch the video featuring Becky Redman, art director at �����پ��DzԲ������ұ�Dz�������󾱳����հ���������������(UK) on 91����Ƶ’s

2. Human connection is becoming even more valuable in the AI era 

Despite the rapid acceleration of AI tools, the festival repeatedly returned to the same idea: humans remain the moat. Whether through events, newsletters, podcasts or creator-led content, audiences are increasingly seeking trusted voices, expertise and authentic connection. Personality-led journalism and niche communities are becoming more valuable as audiences grow tired of generic, algorithm-driven experiences. As several speakers highlighted, people increasingly want to hear from people, and not faceless brands. 

3. AI is accelerating experimentation — but publishers still need guardrails 

AI dominated many conversations, particularly around product development, workflow transformation and audience engagement. A recurring theme was how dramatically AI is compressing the gap between ideas and execution. Teams can now prototype, test and launch products far faster than ever before. Publishers are also still navigating where AI genuinely adds value and where human editorial judgement remains essential. 

Experimentation is critical — but so are governance, trust and clear editorial guardrails. 

4. The creator economy is reshaping publishing models 

The creator economy was another major topic throughout the festival, with publishers increasingly rethinking how they collaborate with creators while protecting long-term brand value and intellectual property. Traditional publishing models are evolving rapidly. Many publishers are now acting as talent incubators, building creator-led brands across newsletters, podcasts, video and live events. There was also strong recognition that smaller, specialist teams with deep expertise can often outperform much larger organisations with less distinct identities. 

The shift towards creator-led publishing is no longer emerging, it’s here, but to be used wisely and with brand integrity in mind.  

5. Quality engagement matters more than scale 

Perhaps the biggest overall takeaway was the growing shift away from chasing scale for scale’s sake. Audience behaviour is fragmenting, and publishers are being forced to focus more carefully on loyalty, retention and meaningful engagement rather than vanity metrics alone. Newsletters in particular were highlighted as one of the strongest tools for building direct relationships and long-term audience habits. 

The discussions reinforced an important reality for publishers: sustainable growth comes from delivering consistent value, building trust and creating experiences audiences actively choose to return to. 

The Clean Data panel — featuring Maria Pieri, editorial director and COO of 91����Ƶ, Richard O’Connor, CEO of B2B Marketing, and Stephanie Cathers, global head of CRM and audience development at Time Out — echoed many of these themes, particularly the importance of trusted first-party relationships and understanding audience value beyond simple traffic numbers. 

Ultimately, it showed that while the media playbook is undoubtedly changing, success will still come from combining strong editorial identity, human expertise and meaningful audience connection with the willingness to experiment and evolve. 
 

###    

About 91����Ƶ    
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.     

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers.    

aplmedia.co.uk 

Discover: 

• From peaks to pints — experience Austria’s SalzburgerLand in summer. Hike across wildflower meadows, swim in freshwater lakes and ramble through lesser-known valleys on a road trip through this scenic Alpine state during the warmer months. Read .��

• Why Nicaragua should be on your travel radar this summer.��Bathed in the balmy Caribbean sun to the east and lapped ������gentle Pacific waves to the west, this Central American country is ripe for adventure during the summer season. Read .��

• From coastal paths to panoramic peaks — discover the best hikes in Newfoundland and Labrador.��Explore Canada’s wind and wave-lashed eastern edge through its vast network of hiking trails, which take in everything from Arctic tundra to fjords and mountains. Read .��

• A guide to exploring Zagreb’s quirky side. Beyond the traditional splendour of Croatia’s capital lies a city steeped in eccentricity — one where museums honour heartbreak and hangovers and streets double as open-air galleries. Read .��

• Why southern Lombok is the ideal slow travel destination. Leisurely midday meals, secluded beaches and hidden waterfalls — this Indonesian island moves at a refreshingly relaxed pace. Read .��

• Discover the best of Guyana, South America’s wild heartland. As the nation celebrates its Diamond Jubilee year, discover an adventure-filled paradise that’s packed with striking scenery and rich wildlife. Read .�� 

If you’re keen to work on a branded content campaign with the team at National Geographic Traveller (UK), visit: /our_services/branded-content/       

### 

About 91����Ƶ 
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.  

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising, and creator of content, for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide. aplmedia.co.uk 

The episode was hosted by BBC correspondent Helena Humphrey and welcomed a host of guests to discuss the biggest news stories of the day. 

Priya’s conversation on Tuesday’s episode of The Context covered the best dressed on the 2026 red carpet, including breakdowns of the outfits worn by Beyoncé, Sabrina Carpenter and Hailey Bieber. She also spoke about the political interpretations of red-carpet outfits, and the controversies surrounding this year’s honorary co-chair. 

“I think we shouldn’t let headlines and stories like this detract from the beauty of the event, which is that it’s giving the arts a global stage,” Priya said in her appearance. 

Click the video to watch the interview and see more beauty, health and fitness content on ’s website.��

###    

About 91����Ƶ    
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.     

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers.    

aplmedia.co.uk 

Hosted by National Geographic Traveller (UK)’s editorial director and COO, Maria Pieri, the panel brought together experts from across publishing, content and tourism to discuss how editorial and commercial teams are adapting to a rapidly changing media landscape. 

Speakers included: 

• �鲹���󲹱��������������, group content director at Cedar  

• Andy Calton, director of brands and content at Bauer Media  

• Alex Herrmann, director UK & Ireland, head Western Europe at Switzerland Tourism  

A key takeaway from the discussion was how dramatically perceptions of branded content have shifted in recent years. Branded content is increasingly recognised as some of the most creative, commercially valuable and audience-focused work being produced across the industry today. 

The panel explored how editors are now balancing far more than storytelling alone. Editorial teams are increasingly involved in shaping partnerships, maintaining audience trust, navigating commercial realities and ensuring quality content continues to stand out in an increasingly crowded digital environment. 

Several themes emerged throughout the conversation, including the importance of creating branded content that genuinely engages audiences rather than interrupting them. Speakers also highlighted the value of involving editorial teams early in the creative process, helping partnerships feel more authentic and aligned with audience expectations. 

Audience trust remained central to the discussion, particularly as publishers and brands continue to experiment with digital-first formats and new content models. While the opportunities in digital are significant, the panel agreed that success depends on delivering original, targeted and well-executed ideas that provide clear value to audiences. 

The discussion also touched on how commercial partnerships can unlock ambitious editorial opportunities that may not otherwise be possible, allowing publishers and brands to collaborate on richer storytelling and more innovative campaigns. 

Perhaps the clearest message was that the future belongs to teams capable of thinking both creatively and commercially, bringing together editorial expertise, audience understanding and strategic partnership thinking. 

See more about  here. 

###   

About 91����Ƶ   
91����Ƶ is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.    

91����Ƶ delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers.   

aplmedia.co.uk