Earned Vs. Paid Media In The MENA: The Model Is Broken, And We Need To Stop Pretending It Isn’t

For years, the media playbook was simple.

Brands hired public relations (PR) agencies. Agencies issued press releases. Publishers published them. Everyone pretended it was “earned media,” and advertising budgets quietly kept the ecosystem alive.

But that world is long gone.

In the MENA region, the shift has been particularly dramatic. The past 10 years have rewritten the economics of publishing. Social platforms captured attention. Influencers absorbed brand budgets. AI accelerated content production. And publishers—once the gatekeepers of distribution—were squeezed from both ends.

Yet, many brands still operate as if it’s 2012.

Let’s unpack the difference between earned and paid media, why the model flipped, and why publishers—myself included—no longer see press release publishing as a value proposition in itself.

What Earned Media Used To Mean

Earned media was once exactly that: earned.

It meant editorial coverage secured through relationships, storytelling, relevance, and timing. A journalist evaluated the merit of a story. If it was strong enough, it made it into print or online. No invoice attached.

Publishers were financially stable because advertising funded the newsroom, be it through banner ads, homepage takeovers, print spreads, or sponsored supplements. These generated predictable revenue.

Meanwhile, more content meant more inventory. More inventory meant more ads. And more ads meant sustainable publishing.

PR and editorial thus lived in parallel but connected worlds. The model worked because ad revenue subsidized editorial independence.

In the MENA region, this model flourished from 2008 to 2016. Traffic grew. Brand budgets were healthy. Publishers were at the center of influence.

Then everything changed.

Paid Media: The Clear Transaction

Paid media is straightforward.

You pay for distribution, placement, and amplification through sponsored articles, display ads, native integrations, video pre-rolls, event sponsorships, or influencer collaborations. There is no ambiguity.

But the challenge today is not that paid media exists. The challenge is that earned media is often expected to perform like paid media—without funding the system.

That expectation is unrealistic, given the what has happened in the past decade:

1. Platforms Ate Distribution

Online platforms like Google and Meta became the front pages of the internet. Algorithmic feeds replaced homepages. Traffic became dependent on opaque systems. Publishers lost control of distribution.

In the MENA, this was amplified by high social media penetration, a young, mobile-first population, and platforms like Instagram and TikTok becoming primary discovery channels. The publisher was no longer the gatekeeper.

2. Influencers Captured Brand Budgets

Brands also discovered something seductive: influencers delivered immediate reach and engagement. It felt measurable, direct, and scalable. And instead of negotiating with a publisher, a brand could wire payment to a creator and get content live within 24 hours.

As a result, in many MENA markets, influencer marketing budgets grew while display advertising stagnated. Publishers were no longer the default choice for brand storytelling.

3. The Ad Market Reset

Programmatic advertising commoditized inventory. When ads are bought by algorithm, premium editorial environments struggle to justify premium rates.

A luxury fashion feature became less valuable when the same ad could appear cheaper elsewhere. Revenue per article declined dramatically.

In the old world: 20 press releases = 20 monetizable pages.

In the new world: 20 press releases = negligible incremental revenue.

The math stopped working.

4. AI Made Content Infinite

AI has removed scarcity from content production. Press releases can be now written instantly, syndicated automatically, and distributed at scale.

Content volume exploded. However, attention did not. When supply increases infinitely and demand stays finite, value drops.

Publishing a press release is no longer a differentiator. It is table stakes. Often automated. Frequently ignored.

Let me be direct. At 7awi Media Group, if we publish a release today, it is typically for one of three reasons:

• It is from a commercial partner is investing with us.
• A long-standing relationship exists with the PR agency who sent it to us
• The proposed story genuinely aligns with our editorial strategy.

Otherwise, the economics simply do not justify it. Press releases generate traffic that rarely converts, dilute editorial quality if not curated, and consume operational resources without proportional return.

Back in the day, volume equaled revenue. Today, volume equals noise.

Now, if you are counting clippings, then yes, press release distribution has measurable output. Agencies can show links, screenshots, and coverage reports. But clippings are not influence. Clippings are proof of placement.

The real value lies in how the story is framed, where it sits, how it connects to audience interests, and whether it drives meaningful engagement. That requires curation.

The Economics Behind The Shift In The MENA

The MENA region also adds unique complexity—think fragmented markets, language duality (Arabic and English), varying ad maturity levels, and heavy reliance on government and corporate cycles.

Meanwhile, publishers face rising costs in talent, technology, data analytics, AI infrastructure, video production, and more. At the same time, ad budgets are increasingly performance-driven, brands prioritize creators over publishers, and global platforms are extracting advertising revenue from local markets.

The result? Publishers must diversify by expanding into events, custom content studios, B2B solutions, technology licensing, and branded experiences. The era of “free editorial exposure” supported by display ads is over.

Let’s address the uncomfortable reality: in many cases today, press releases are published as a courtesy.

A PR director calls, a brand spends elsewhere in the group, or the tie-up matters. This is relationship capital at work. But courtesy cannot scale a publishing business. And publishers who rely solely on goodwill are weakening their own industry.

The ecosystem must mature.

Earned media still has value—but only when it is truly earned.

If a brand launches something transformative, introduces real innovation, or impacts society meaningfully, editorial coverage will follow organically. But if every product refresh expects front-page treatment without commercial alignment, expectations must be recalibrated.

Publishers are not distribution charities. They are businesses. And in a world where creators are paid transparently, expecting publishers to provide free amplification is economically inconsistent.

The future belongs to curated storytelling.

The Real Value Today: Curation And Context

A raw press release says: “We launched a product.”

A curated feature says: “Here’s why this product matters to our audience, how it fits into broader trends, and what it signals about the market.”

The latter requires editorial judgment, audience data, search engine optimization, design integration, and strategic positioning. It’s what transforms noise into narrative. And narrative drives influence.

At 7awi, across lifestyle, business, automotive, and technology verticals, we see stronger results when brands collaborate on meaningful storytelling rather than transactional placements.

Quality over quantity is not a slogan. It is survival.

So, here’s the strategic takeaway. If brands value reputable publishers, they must invest in them. Not as charity. Not as obligation. But as strategic partners.

Commercial relationships enable:

• Editorial Integrity Revenue stability protects quality
• Long-Term Visibility Consistency compounds influence
• Data Access Audience insights improve targeting
• Integrated Campaigns Content, events, social, and B2B align
• Trust Capital Credibility enhances brand perception

Influencers are paid. Platforms are paid. Agencies are paid.

Publishers must also be paid.

Here’s the strategic shift brands have to make. Instead of asking media, “Can you publish this press release?,” pose the question: “How can we build a year-long content partnership that supports both our objectives?”

Instead of measuring number of clippings, consider factors like share of voice, audience engagement, lead quality, brand lift, and long-term visibility. Basically, instead of short bursts, invest in sustained storytelling.

That is how influence compounds.

A New Definition Of Earned

Maybe earned media needs a new definition.

Earned is not free. Earned is credible. And credibility is built through alignment, consistency, and investment

The publishers who survive this decade will need to build diversified revenue streams, protect editorial standards, leverage AI intelligently, create owned audiences, and form strategic commercial partnerships. Those who cling to outdated earned-only expectations will struggle.

The illusion that media exposure should be free is a relic of a different economic era. We are now in an attention economy dominated by platforms, creators, and algorithms. Publishers must compete within that system while maintaining trust and quality. And that requires resources.

At 7awi Media Group, we value partnerships. We respect PR professionals. We appreciate long-term relationships. But we are also clear-eyed about economics.

The press release as a standalone value proposition is outdated. The future belongs to curated storytelling, commercial alignment, and strategic collaboration.

The world has changed. The question is not whether earned media still exists. The question is whether we are brave enough to redefine it.