ENDEAVOR
Eight years and five months — or exactly 3,077 days — have passed since I first walked into the Manila Bulletin offices as its Executive Vice President. It was Sept. 1, 2016, and I was stepping into a new role after six years as Communications Secretary to President Benigno S. Aquino III. Though I had gained a full spectrum of life lessons from my career in the academe and private business, while devoting time to government service, there was still something humbling about joining a newspaper that had been around since 1900, long before any of us were born.
I remember the early days getting to know the people behind the stories, understanding the rhythms of the newsroom, and seeing firsthand the weight of our responsibility. Unforgettable, too, were the harrowing days of quarantine and lockdown that began in March 2020 brought on by the Covid-19 pandemic.
Then, on May 1, 2021, I was entrusted with an even greater role as publisher, deepening my commitment to an institution that has, for 125 years, chronicled the life of our nation.
I salute my predecessor, Crispulo Icban, Jr. — who, uncannily, also preceded me as Press Secretary — for setting a high bar in terms of breadth of wisdom and depth of personal commitment. He braved the pandemic, dutifully reporting to office when needed, and writing editorials despite tremendous difficulties brought on by illness.
Kudos, too, to my esteemed friend and immediate predecessor, Loreto ‘Lory’ Cabañes, with whom I enjoyed memorable conversations — some over vintage wine — on our life and times.
Reaching this milestone, under the theme Making Life Better, makes me pause and reflect: What does it truly mean to be the Exponent of Philippine Progress in today’s world? More than just reporting on the news, we are tasked with helping people make sense of it, ensuring that facts prevail over falsehoods, and that public discourse remains grounded in truth. We are here to inform, inspire, and empower which, in today’s digital era, is easier said than done.
Lessons from the past, challenges of the present
The Manila Bulletin has stood the test of time. It has witnessed wars, revolutions, economic downturns, and political upheavals. Particularly challenging was the martial law era from 1972 to 1986. Jun Icban recalled that our revered late Chairman, Don Emilio Yap, agreed to conditions set by the government on the review of articles for publication, even if this meant submitting to what amounted to censorship – for the sake of hundreds of employees and their families who depended on their employment with MB for survival and sustenance at a time when free speech was not allowed.
Through it all, it has remained a trusted source of information. That trust is not something we take lightly.
But today’s challenges are different. Digital acceleration has changed the way people consume news. Global giants like Google, Facebook, and TikTok dominate the landscape, capturing much of the audience and advertising revenue. We are competing not just with other newspapers, but with millions of voices, some credible, many not, clamoring for attention in an endless digital feed.
It's easy to feel overwhelmed, but I believe in the enduring value of credible journalism. The ability to verify, analyze, and present the truth is something that technology cannot fully replace. While digital platforms amplify voices, not all voices uphold the principles of responsible journalism. In this chaotic information ecosystem, accuracy, integrity, and accountability matter more than ever.
Adapting without losing our soul
Over the years, I have seen how the Manila Bulletin has embraced change not just to survive, but to thrive. We have expanded our digital presence, experimented with new storytelling formats, and leveraged technology to enhance the reader experience. But through all these changes, we have remained steadfast in our mission: To inform with accuracy because facts are non-negotiable; to inspire with meaningful narratives because stories shape perspectives, and to empower through knowledge because an informed citizenry is the backbone of progress.
Yes, the landscape has shifted. Technology is advancing at an incredible pace, but our purpose remains unchanged.
As we enter the era of Industry 5.0, where human creativity and technology work together in deeper ways, we must ask: What is the future of journalism?
Artificial intelligence (AI) can assist in gathering data, fact-checking, and even generating reports but it cannot replace the human judgment that journalism requires. A well-researched investigative piece, a thoughtful editorial, or an in-depth interview with a policymaker cannot be replicated by algorithms.
This is why, at the Manila Bulletin, we embrace technology as a tool, not a substitute. We invest in AI and data-driven insights, but we also invest in people, our journalists, editors, and analysts, because at the heart of it all, it is the human pursuit of truth that keeps journalism alive.
A personal commitment
Three thousand days with the Manila Bulletin have taught me many things. I have learned that a newspaper is only as strong as the people behind it: the reporters who chase stories, the editors who ensure accuracy, the photographers who capture history in a single frame, and the production teams who work tirelessly to bring the news to the public.
I have also learned that credibility is our most valuable asset. Once lost, it is nearly impossible to regain. That is why we endeavor to uphold the highest standards, no matter how fast the world moves around us.
As we celebrate 125 years of making life better, we are not just looking back. We are looking forward. How do we ensure that the next generation will have a Manila Bulletin they can trust? How do we continue to be a guiding light in an era of misinformation? These are the questions that drive us every day.
One thing is certain: we will not stand still. We will adapt, innovate, and evolve, but always with our core values intact.
I am honored to be part of this endeavor. And as we move forward, I am committed just as the Manila Bulletin has been for more than a century, to keeping the Filipino people informed, inspired, and empowered. Because that, above all, is what it truly means to be The Exponent of Philippine Progress.
Comments may be sent to sonnycoloma@gmail.com