From October 21–23, the FIPP World Media Congress 2025 will bring together global media leaders in Madrid to explore the future of publishing through themes such as AI, sustainability, and audience innovation. UPM Communication Papers will also be there, contributing to discussions on the future of print and the ongoing role of paper in today's evolving media landscape.
Celebrating 100 Years of FIPP
UPM is proud to be a long-standing strategic partner of FIPP. This year's event is significant as FIPP celebrates its 100th anniversary, marking a century of shaping and inspiring the global magazine industry.
“Together, we want to champion the value of printed magazines, not only as a format for storytelling and influence, but also as a sustainable and familiar channel readers can trust in an ever-more digitalized world,” says Kati Murto, UPM Vice President, Marketing, Sustainability and Communications at UPM Communication Papers.
UPM’s presence at the Congress
At this year's Congress, UPM's presence will be tangible. The FIPP Centenary Magazine and the Innovation Reports are printed on UPM Finesse Silk, Gloss and Premium Silk papers, all made in UPM’s Nordland mill in Germany, the biggest paper mill in Europe.
As one of the event’s speakers, Murto will highlight the current and future value of paper. Her message is clear: Print is a sustainable medium that combines trust, impact, learning and inspiration in the digital age – in a way most digital platforms cannot.
She will demonstrate how responsible paper production and innovation help keep print relevant and sustainable for both publishers and readers.
“What I look forward to most is hearing from our customers, their challenges and needs, and learning how we work together to find better solutions. Sustainability is a collaborative effort, and together we can ensure print is also viable in the future,” says Murto. “This Congress is about shaping the future together, and paper will continue to play an important role on that journey.”
Why Print Continues to Matter
Murto believes that paper plays a unique and enduring role in our lives. Unlike fast-paced, algorithm-driven digital channels, print creates space for focus and discovery. Readers encounter content they didn’t know they were looking for, which broadens their perspectives and sparks new ideas.
“It is easy to think that digital is the only way to reach environmental targets, but the reality is that digital also has an environmental impact,” Murto notes. “Paper, when produced responsibly, remains a sustainable medium.”
Sustainability at the core
“At UPM, sustainability is embedded in everything we do,” says Murto. “We reduce carbon emissions, source wood from sustainably managed forests, minimize waste, and increase our use of renewable energy. Our goal is to ensure that paper remains a genuinely sustainable choice for the future.”
As environmental expectations rise and new regulations like the EU Deforestation Regulation (EUDR) take effect, UPM continues to lead with transparency and responsibility. “We take compliance with any regulation very seriously and therefore have been developing a solution to ensure we are ready on time. Open communication and collaboration with our customers ensure we can support them most efficiently,” Murto concludes.
A Lifelong Love for Magazines
For as long as she can remember, Murto has found inspiration in magazines. As a teenager, she devoured every issue she could find, clipping fashion tips and sewing her own versions. Later, she lost herself in interior design magazines as a form of escapism, dreaming of a different life.
“I've always loved the ritual of opening a magazine, spreading it out on the table, and immersing myself in the stories and images,” she says. “It's a slower, richer experience than digital scrolling, something you can truly enjoy without the feeling of constant urgency.”
That same passion continues to drive her work today: Murto describes her mission at UPM Communication Papers as creating customer value to help customers succeed. This involves supporting their goals and providing sustainability-driven solutions.
“As a leading player, we believe it’s our responsibility to show direction,” Murto explains. “We want to work with our customers to ensure that paper remains a relevant and responsible choice.”
Let’s connect in Madrid
Join Kati Murto and the UPM team at the FIPP World Media Congress – let’s connect and exchange ideas on how paper continues to inspire the future of publishing and drive a more sustainable media industry.
Kati Murto