Medien müssen auf qualifizierte Abonnenten-Akquise umschalten

Nicholas Thompson, CEO von The Atlantic (The Media Copilot)

“One change that was vital for us was to reorient our entire audience strategy away from ‘traffic’ in general and toward ‘quality traffic,’ meaning referrals from sites and platforms that have a high subscription propensity. We care far less about the aggregate decline in search traffic than we do about a decline in subscribers coming from search. The ultimate outcome I want is for the AI industry and the content creation industry to work hand in glove and establish a compensatory framework that is fair for everybody. We have not yet figured out a true replacement model for driving substantial referral traffic back to publishers in an AI-dominated search ecosystem.“