EMBA Conference: “Beyond the Buzz: Trust, Influence & Attention in Media”

Conference Overview

Headline: “Beyond the Buzz: What Successful Digital Media Teach Us About Trust, Influence and Attention”
Over the past decade, digital media transformed how we consume information. But in recent years, the industry has entered an entirely new phase. Artificial intelligence is reshaping content creation and search. Algorithms increasingly determine visibility and influence. At the same time, individual creators and influencers are competing directly with traditional media brands for audience attention, trust, and advertising revenue.

In this new environment, producing content is no longer the hardest part. Distribution, credibility, community, and sustainable business models have become the key challenges.
Why do some media brands survive while others disappear despite producing quality journalism? Why are personality-driven formats often outperforming institutional brands? How is the creator economy reshaping audience behavior and expectations? And what role do trust and authenticity play in an era of information overload and AI-generated content?

Drawing on examples from international media, creator-led platforms, and independent journalism ventures, this talk explores the new economics of attention — and the lessons media businesses can offer to brands, startups, and corporate leaders navigating an increasingly fragmented digital world.

About the Speaker : Elizaveta Osetinskaya

Elizaveta Osetinskaya is a journalist, media entrepreneur, and founder of The Bell, an independent digital media company covering business, economics, technology, and Russia-related expertise for international audiences.

Over the past two decades, she has worked at the intersection of “business media” and “media business.” In different years, she served as editor-in-chief of Forbes Russia, the Russian edition of the Financial Times’ business newspaper Vedomosti, and RBC, one of Russia’s largest digital media companies.

Alongside The Bell, she hosts the YouTube interview channel “This is Osetinskaya,” which has more than 500,000 subscribers. The channel features long-form conversations with leading entrepreneurs, investors, scientists, and technology founders, including Yuri Milner, Nikolay Storonsky, and other global business and technology leaders.
Elizaveta holds a degree in economics from Moscow State University and an MBA from Kingston University London. She was a JSK (Knight) Fellow at Stanford University and a fellow at the Graduate School of Journalism at the University of California, Berkeley. In 2013, she was named a Young Global Leader by the World Economic Forum.

Registration and Participation

You can attend the conference in person at the Paris Campus or join live via Teams if you are unable to travel.

Don’t miss this unique opportunity to hear from a leading media entrepreneur and expert on trust, influence, and the evolving digital landscape.