Falling search traffic and the rise of AI-generated answers are pushing publishers to diversify discovery channels and adapt their business strategies
FT Strategies' latest research highlights a major shift in how audiences find news, as AI-powered search engines and "zero-click" results reduce direct traffic to publisher websites. It urges news organisations to reduce reliance on traditional search and explore new ways to reach audiences.
The study outlines four strategic business models for publishers in the age of AI search: niche specialists focused on direct relationships, intelligence providers supplying structured content to third parties, voice-led brands building loyalty through personality, and mass-reach publishers optimising for platform visibility. Each model comes with its own risks and revenue strategies, from subscriptions and licensing to advertising and sponsorships.
The report also stresses the importance of developing new organisational capabilities, such as data analytics, content structuring, and partnership management, to remain competitive as discovery becomes more fragmented.
This article was drafted by an AI assistant before it was edited by a human