""We're making new friends. You can't rely on Google anymore... Ultimately, blue link search? I don't feel that great about its future,""
""Evergreen pieces of content we used to write just don't fly anymore. They're really not worth the effort. However, tangential queries, interesting second-order queries, queries with more voice attached to them, reporting with more voice and opinion. These things can't be replicated,""
""It's not very often you get to find money down the back of the sofa, which is to say, an unexpected windfall that wasn't even in your budget forecasting,""
""We find that is a great thing to capitalize on. Depending on the subject matter, it can be exponentially more.""
Reach is shifting audience strategy to reduce reliance on blue-link Google search by promoting original content on aggregators such as MSN, Apple News, Yahoo, SmartNews and NewsBreak. Evergreen, SEO-driven pieces are being deprioritized in favor of tangential, voice-rich reporting and opinion that resists replication by AI. Reach is generating incremental revenue from Meta's content monetization program, earning about five figures per day since May. The publisher is increasing investment in video and podcasts, partnering with Stringr to produce video from articles, because multimedia formats deliver higher CPMs and are harder for AI to replicate.
Read at Digiday
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