What We’re Grateful For in Media This Year
Thanksgiving carries a complicated history, and today we hold that complexity with care. At the same time, gratitude is one of the most powerful forces for connection we have, and in a media landscape that moves fast and demands more, choosing gratitude slows us down long enough to remember why we do this work in the first place.
This year, we’re especially grateful for the people and communities who make responsible media possible.
We’re grateful for independent publishers.
The local journalists, editors, and cultural storytellers who show up every day to keep their communities informed. They are the backbone of a healthy democracy and one of the most undervalued pillars in the media ecosystem. Supporting them directly, through smarter planning and direct-to-publisher buys, is one of the most meaningful ways brands can strengthen the places they serve.
We’re grateful for the challenger brands who dare to feel human.
The teams who choose clarity over jargon, depth over noise, and familiarity over brute-force reach. Brands who want to be understood, not just seen. Their courage to show up honestly gives us energy every single day.
We’re grateful for a media industry willing to evolve.
More brands are asking questions about carbon footprint, equity in placement, data ethics, and the real-world impact of their investments. That curiosity is reshaping the field for the better, one thoughtful decision at a time.
We’re grateful for our partners and community.
From publishers and platforms to B Corps, students, and clients—you make this work richer, smarter, and more connected. Every campaign we design is a collaboration, and we never forget that.
And we’re grateful for the people behind the work.
The analysts, creatives, strategists, planners, and organizers who put care into a field that often rewards speed over stewardship.
Your commitment matters.
Looking Ahead
In the year ahead, we’re doubling down on what we believe moves the industry forward:
Every campaign we run will include carbon accounting.
We are building a direct-to-publisher marketplace that centers community benefit.
And we’ll continue championing media strategies that create familiarity, not just impressions.
Because gratitude isn’t passive. It grounds us in what matters and reminds us why the work ahead is worth doing.
From all of us at Campfire:
Thank you for being in this community with us.
May today offer rest, connection, and warmth wherever and however you gather.
And Monday, we’ll get back to building a media landscape that serves people and the planet.
