--- title: Tomorrow’s world description: It’s time for us to leave Tomorrow’s Publisher to NoahWire --- [![logo (2)](https://www.hbmadvisory.com/hubfs/Assets%20HBM%20Theme/Images/logo%20(2).svg)](https://www.hbmadvisory.com/) [![logo (3)](https://www.hbmadvisory.com/hubfs/Assets%20HBM%20Theme/Images/logo%20(3).svg)](https://www.hbmadvisory.com/) - [Home](https://www.hbmadvisory.com/en-gb/) - [Advisory](https://www.hbmadvisory.com/advisory) - [121 Consulting](https://www.hbmadvisory.com/121-consulting) - [Content Review](https://www.hbmadvisory.com/contentreview) - [Testimonials](https://www.hbmadvisory.com/testimonial) - [Contact](https://www.hbmadvisory.com/contact-us) # Tomorrow’s world [Alan Hunter](https://www.hbmadvisory.com/media-hunter/author/alan-hunter) 30 October 2026 7 min read **It’s time for us to leave Tomorrow’s Publisher to NoahWire** We talk a lot to our clients about change. In fact, I’ve been doing exactly that in Delhi and Chennai this week. Everywhere we go, we say the same thing: it’s really difficult to change and it requires enormous energy and commitment to do so. Almost everything in our being resists it. We instinctively crave the comfort of our current reality – even if we know things have to change, even when we want it to happen. One of the most difficult things – and publishers are particularly guilty of this – is to stop doing things. I have lost count of the number of times we’ve asked why this podcast or that newsletter is still going out despite having few listeners or viewers and been met with a shrug. And on they go. So in that sense I’m pleased, in a bittersweet kind of way, to announce that HBM Advisory is moving on from [Tomorrow’s Publisher](https://tomorrowspublisher.today/), the site we launched with Ivan Massow and NoahWire nearly two years ago. The site itself will continue under Ivan’s editorship and he has given it a fresh new look and is taking it in an interesting new direction, focusing on the ability of Noah’s vast array of content to drive predictions about the industry’s future. We have learnt a huge amount in this two-year experiment about using generative AI for journalism, its advantages and its pitfalls. But now we feel we have to move on, just like the world of AI is moving towards an agentic future. Our founding idea for Tomorrow’s Publisher was that you could use AI-sourced stories to build a website that was both useful to its users and required minimal human intervention. And I think we achieved that. Every morning I would search through a series of feeds on topics of interest to news publishers from NoahWire. If I spotted a story I liked then I would ask for an LLM-generated draft. It would appear in seconds and then I would edit it myself. The process initially took around half an hour a day. Our first learning was that NoahWire is a very powerful tool. Its searches across the internet revealed stories not just from the US and European markets that we know best, but also from Korea, Japan, Mexico and Argentina. It picked up stories about obscure US locals too. Indeed, one editor of a trade paper acknowledged we’d found stories that until then hadn’t crossed his desk. I was pleased about that – I still have that competitive journalistic instinct. Sometimes it required a bit of searching but overall my experience of Noah was hugely positive. We worked hard with Ivan to iron out its creases too – notably the inability of AI to know that a story being reported was a pick-up, or a pick-up of a pick-up, or a pick-up of a pick-up of a pick-up. But that’s a small cavil. AI writing is getting better. I saw it happen month by month in front of my eyes, aided by better prompting by Ivan. But it still hasn’t yet crossed the uncanny valley. It’s the extra clause in a sentence, the artless assertions (“this matters because…”) and of course the “x is not y, it’s a” formulation that give it away every time. To counter this I built a custom GPT to replicate my editing style. I stuck to my promise of editing every piece myself – I read through and sense-checked every word we published – but this tool produced prose which passed my editor’s test. It read like news copy. I didn’t run it through AI checkers but then I’m not sure I give them much weight. I was told this week that India's constitution is assessed as 70-95% likely to be written by AI. It was, of course, drafted in the 1940s. The editing tool speeded up the process but ultimately I couldn’t justify the time it took and the work required in being responsible for finding stories five days a week, 52 weeks a year. I think there’s a lesson there for everyone jumping to be solo creators. It’s relentless and tiring. As the early bloggers found out, it’s difficult to do something on your own for ever. Our advisory work is also making more demands on our time, which is great. Though HBM Advisory can directly attribute one new client to Tomorrow’s Publisher, we found that this newsletter was gaining more traction (thank you, dear readers). So I am going to continue to land in your inboxes every Friday. We wish Ivan and the Noah team the best of luck with Tomorrow’s Publisher. They too are starting a weekly email – sign up [here](https://tomorrowspublisher.today/index.html#newsletter). ## Next blog post ## [London rising](https://www.hbmadvisory.com/media-hunter/london-rising) [Read more](https://www.hbmadvisory.com/media-hunter/london-rising) ![logo (2)](https://www.hbmadvisory.com/hubfs/Assets%20HBM%20Theme/Images/logo%20(2).svg) Hunter Brunt Media Ltd. Company number: 13546179 Registered address: Aston House, Cornwall Avenue, Church End, London N3 1LF - [Privacy Policy](https://www.hbmadvisory.com/privacy-policy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Alan Hunter", "url" : "https://www.hbmadvisory.com/media-hunter/author/alan-hunter" }, "dateModified" : "2026-11-06T17:16:10.949Z", "datePublished" : "2026-10-30T16:00:00.000Z", "headline" : "Tomorrow’s world", "mainEntityOfPage" : { "@id" : "https://www.hbmadvisory.com/media-hunter/tomorrows-world", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" } } } ```