publishers Archives - SmartFrame

Google AI traffic drop: Here’s what publishers are doing about it

Matt Golowczynski — Tue, 09 Dec 2025 11:59:24 +0000

AI Overviews have caused publishers plenty of headaches this year. So how are they fighting back?

2025 has been a tough year for many publishers – and many are pointing the finger in one direction.

AI summaries are now widely reported to have caused significant drops in traffic across publisher sites as the year has gone on. Google’s AI Overviews are cited as the main culprit, with publishers who have traditionally relied on organic search feeling the greatest impact.

The Gemini-powered AI Mode that the search giant released earlier in the year has also been identified as a factor, although as a relatively new tool, there is less data to show what kind of impact this is having on its own.

What’s changing

This isn’t the only area where changes are reducing traffic to publisher sites.

Alongside traditional search engines – where AI summaries have joined paid advertising in nudging out organic results – a growing reliance on platforms such as ChatGPT and generative-AI search engines like Perplexity is coming at the expense of more conventional search behavior.

The integration of AI tools into other platforms, such as Meta AI appearing under news stories on Facebook and Grok within X, has also meant that users who weren’t necessarily seeking AI assistance to begin with are easily drawn into using these tools.

These join demographic shifts that are also redistributing traffic, such as younger audiences increasingly seeking information through video content published on social media platforms.

Publishers that depend on traffic to sustain their business models are understandably concerned.

For many, eyeballs aren’t only about ad impressions, but also key in promoting memberships and subscriptions, generating affiliate sales, and cross-promoting other titles in the same stable.

The need to be agile, of course, is hardly new; fail to keep up with changing user habits, technological developments, or regulatory shifts, and you won’t be publishing for long. But this particular change has nonetheless proven to be a brutal complication.

Beyond traffic losses, it has also sparked concerns about the accuracy of AI-generated summaries. Outdated information, hallucinations, and questionable source credibility have highlighted shortcomings in these systems. A fast and professional-sounding answer is not necessarily a reliable one.

More crucially, the sustainability of this ecosystem has been questioned. If it becomes unprofitable to produce the original reporting and trusted journalism that these systems rely on, what exactly will they be drawing from in the future?

All of this can leave publishers feeling despondent as we head into 2026. But the good news is that many have already begun adjusting their strategies to weather the impact.

Here’s what they’re doing – and what you can think about adopting if you’re seeing the same effects.

The scale of the issue

Before we examine some practical approaches, it’s worth looking at the scale of the problem.

Some figures make for sobering reading. At the start of the year, a study from Bain & Company indicated that around 60% of searches now yielded no clicks through to a publisher’s site.

Separate research published in July showed that AI Overviews had led to drops of 47.5% in click-through rate on desktop and 37.7% on mobile, and that sites previously ranking first for a query could see a drop of around 79% if their result was placed beneath an AI Overview.

That same month, Daily Mail publisher DMG Media claimed that AI Overviews had led to a drop in click-through rates of up to 89%.

Engaging audiences elsewhere

Search engines may be a valuable source of traffic, but many publishers have already diversified their efforts to gain audiences elsewhere for good reason.

UK publisher Future plc, for example, whose titles include TechRadar, Marie Claire, and Go.Compare, claims that only 27% of its sessions originate from Google search results. It has even developed a strategy dubbed Google Zero to address these challenges by engaging audiences directly through other channels.

The constant threat of algorithm changes and the rise in zero-click searches have persuaded many publishers to place more attention on social media platforms.

While these platforms are also vulnerable to volatility, they offer certain advantages, such as the increased likelihood of shareability within trusted networks.

This isn’t simply a way to counter a drop from search engines; it also helps build authority and trust with audiences who encounter your brand repeatedly across channels, rather than only fleetingly through a search result.

It’s also proving to be a valuable revenue stream for some. Reach plc, for example, is reportedly making five-figure sums per day from Meta’s Content Monetization program, which rewards publishers for engagement with images and videos posted on Facebook.

This follows reports earlier in the year that Meta’s algorithm changes have made Facebook a more dominant source of social referral traffic.

Many publishers are also using messaging platforms to engage existing audiences more directly, building communities through channels such as WhatsApp, Messenger, and Instagram broadcasts.

These offer high open rates and immediate reach, with features like content links and polls providing a more conversational alternative to traditional page posts.

For some users, this is also a more convenient way to engage with these brands over other channels, such as newsletters or first-party apps.

Going beyond what AI summaries can deliver

An AI summary might extract relevant text from an article and present many users with a satisfactory answer. But it’s worth remembering that text isn’t the only thing on your site that people value.

This is where the benefit of making your content rich and diverse becomes clear.

Strong, engaging images – particularly those that tell a story and invite interaction – alongside informative video content and interactive features are the value-adds that encourage people to visit your site and build a relationship with your brand, rather than feel sated by a quick AI summary.

You can also offer readers the best of both worlds. Many publishers now include a short summary at the top of an article, followed by the full piece for those who want more detail.

This won’t be the right approach for every type of content, but if readers come to expect this format, it increases the likelihood of them clicking through.

Understanding what kind of content is likely to trigger AI Overviews

Some content lends itself well to AI-overview-style answers, such as definitions, informational queries, and straightforward questions. Other types do not – and therein lie opportunities for publishers.

Recent research from Ahrefs into 146 million search results found that searches less likely to trigger AI Overviews include those related to shopping or product comparison, real estate, local searches, time-sensitive content, and sports. While the data isn’t absolute, it’s a strong directional indicator.

Many publishers already specialize in the latter two, although much of the traffic to these stories comes from direct visits rather than organic search. Content adjacent to this – explainers or analysis pieces, for example – could therefore be a good way to capture additional search traffic.

Many of these same publishers also work heavily in shopping and product comparison, so it may be worth doubling down on those efforts, particularly as this carries the added benefit of affiliate revenue.

That said, the exact form this content should take is evolving. Traditional reviews and evergreen “best-of” buying guides haven’t escaped AI Overviews unscathed, so experimenting with more tangential buying guides and product-led features could be worthwhile.

Other content less likely to be surfaced in AI Overviews includes interviews, experience-based stories, and opinion pieces.

Remembering SEO principles when optimizing for AI Overviews

Some people want their answers to be picked up by the AI-powered components of search engines and LLMs – and this is a perfectly sensible goal if you’re looking to get noticed.

There is, however, a danger of this Generative Engine Optimization (GEO) creating a distraction from maintaining good SEO, which should still be the cornerstone of your site and content strategy.

It used to be that people wrote with Google in mind. Best practice then shifted to writing naturally for humans. Now, with AI-generated snippets playing a larger role in search results, the winning approach is to combine the two – writing for humans in a way that AI systems can easily parse and understand.

Exploring opportunities in image search

Text-based content has clearly been impacted by AI Overviews, and text remains the dominant way people search. But this isn’t the only way people look for information.

Image search has become a more popular method for certain types of discovery, particularly when shopping for products. It’s now estimated that Google Images processes over a billion requests per day.

Whether this works for you depends in part on whether your site is image-led and whether those visuals draw people in.

Publishers with original, high-quality images that stand out in image results – rather than the generic product photography found everywhere else – are likely to reap the greatest benefits.

And since engaging visuals can directly influence metrics such as dwell time, creating or sourcing strong images is well worth the effort.

Final thoughts

Staying agile, diversifying traffic and revenue sources, and engaging audiences in ways that AI Overviews cannot will help publishers remain in the strongest possible position as AI tools evolve and create new challenges.

But practical steps like these are only part of what’s likely to shape future success. Regulatory changes are also likely to play a significant role.

The UK-based Professional Publishers Association (PPA) recently submitted recommendations to the Competition and Markets Authority (CMA) that aim to create a fairer value exchange between publishers and search engines, giving publishers greater visibility and control.

Suggestions include clearer transparency over acquisition sources in GA4, more prominent links to publisher sites within AI Overviews, and requiring Google to disclose the data it scrapes for those overviews – remedies that would help address several of the structural issues publishers now face.

These are, of course, only recommendations. But with growing concern over the sustainability of the current system, and those concerns only getting louder, the likelihood of such remedies being adopted is increasing.

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SmartFrame Technologies named one of the UK’s most innovative media tech creators

Matt Golowczynski — Tue, 27 May 2025 08:12:45 +0000

SmartFrame Technologies makes the BusinessCloud MediaTech 50 ranking for the second year running

The BusinessCloud Media Tech 50 ranking celebrates the very best media tech creators in the UK – and we’re thrilled to have secured a spot on this year’s ranking.

Following an initial shortlist of 82 names, SmartFrame Technologies claimed 26th position. The final ranking was determined by a combination of a judging panel and a public vote held earlier this month.

This marks the second consecutive year that SmartFrame Technologies has earned a place on the list.

“SmartFrame has had an incredibly busy year. We’ve expanded our very talented team, attracted a wave of new content partners, publishers, and advertisers, and seen significant month-over-month growth in our network,” says Rob Sewell, CEO and Co-Founder of SmartFrame Technologies. “It’s wonderful to be recognized for our technology and the way we’re innovating within the industry, creating a whole new marketplace for the benefit of all participants. I’m thrilled to see our name alongside several other respected businesses, and I’m incredibly proud of the entire SmartFrame team.”

You can view the full list on the BusinessCloud site.

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SmartFrame Technologies appoints Mark Catlin as Global Sports and Entertainment Director

Matt Golowczynski — Tue, 06 May 2025 08:00:00 +0000

Former Topps International General Manager and Portsmouth FC CEO joins London-based company in new role

London, United Kingdom – 6 May 2025: SmartFrame Technologies, the company revolutionizing the way digital images are delivered, protected, and monetized online, is delighted to announce the appointment of Mark Catlin as its new Global Sports and Entertainment Director.

A seasoned executive in the international sports business, Catlin brings more than 20 years of leadership experience to SmartFrame Technologies, having driven commercial growth, strategic partnerships, and operational transformation across some of the biggest names in football, media, and entertainment.

Most recently, Catlin served as General Manager of International Sports and Entertainment at The Topps Company (part of the Fanatics group), where he transformed the brand’s international business strategy. During his tenure, he helped to secure and deliver on multi-million-pound partnerships with major rights holders and brands including F1, UEFA, Disney, and Bundesliga, as well as elite football clubs such as Manchester United FC, Paris Saint-Germain FC, FC Barcelona, and Liverpool FC, while also revolutionizing the Topps International business.

Prior to this, Catlin served as CEO and director of Portsmouth FC, where he helped lead the club out of administration, delivered sustained on-pitch success, eliminated over £7 million in debt, and achieved six consecutive years of EBITDA profitability. His community-focused leadership also earned the club multiple EFL Community Club of the Year awards.

In his new role, Catlin will spearhead the company’s global sports and entertainment strategy, focusing on building partnerships with clubs, leagues, federations, and media rights holders to help unlock new value and revenue from their images through SmartFrame’s unique image-streaming technology.

“Mark has a rare blend of commercial expertise, leadership, and credibility within global sport,” said Rob Sewell, CEO of SmartFrame Technologies. “His proven ability to drive growth while navigating complex stakeholder relationships makes him the ideal fit to lead our sports and entertainment strategy.”

“I’ve spent my entire career building businesses, forging partnerships, and developing new ways to create commercial value, most recently across the sports and entertainment ecosystem,” says Mark. “I took the decision to join SmartFrame as I truly believe its technology is a game-changer for sports and entertainment brands, content owners more broadly, and publishers, both with regard to IP protection and risk-free incremental revenue generation. I’m excited to help accelerate its adoption across the industry.”

— Ends —

About SmartFrame Technologies

Founded in 2015, SmartFrame Technologies is a London-based technology provider whose image-streaming platform redefines the standard for online image publishing.

It unites sports brands and other content owners with publishers, advertisers, and online audiences, and ensures that images are delivered in the highest quality with maximum security, clear provenance, and detailed analytics.

Furthermore, through its contextual ad tech component, brands can reach audiences with high-impact, contextually targeted, in-image advertising and sponsorship placements in a way that recognizes the interests of its viewers and simultaneously complies with global privacy regulations.

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How can publishers use AI responsibly?

Liam Machin — Mon, 31 Mar 2025 09:30:00 +0000

Can digital publishers use AI responsibly across content creation, personalization, editorial workflows, and user data protection – all while maintaining ethics and trust?

Digital publishing has become an expansive field, embracing a broad spectrum of content creators, from bloggers and online magazines to established news outlets with global reputations.

Many publishers are increasingly using artificial intelligence (AI) to streamline content production and distribution processes. These tools promise enhanced efficiency, increased engagement, and quality assurance.

However, responsible integration is important. The core mission of journalism – reporting the facts with impartiality, accountability and ethics – must not be jeopardized by new technology.

AI has already altered the way publishers identify trends, create content, and personalize user experiences. Platforms have begun to explore everything from AI-written news summaries to recommendation engines that tailor articles to individual reading habits.

Yet, as AI continues to reshape the publishing landscape, ethical considerations such as transparency, accuracy, privacy, and bias mitigation have become more important than ever.

Maintaining the public’s trust depends on how responsibly these systems are implemented and how proactive publishers are in addressing potential pitfalls.

Given the pace of innovation, now is the time for digital publishers to define clear standards for responsible AI usage.

This article will explore several applications of AI in digital publishing, highlight the ethical and operational challenges involved, and recommend ways publishers can strike the right balance between leveraging emerging technologies and adhering to journalistic principles.

How AI is transforming digital publishing

Content creation and curation

AI’s impact on content creation has grown significantly in recent years, offering automated solutions for everything from financial report summaries to sports updates and localized weather forecasts.

These tools aim to lighten the workload for editorial teams by handling repetitive writing tasks. The Associated Press, for example, uses automated systems to produce corporate earnings reports at a greater volume and speed, freeing human journalists to focus on more complex and investigative pieces.

Beyond writing briefs and summaries, AI can sift through vast amounts of data to identify emerging stories and trends. A publisher might use AI-driven tools to monitor social media or analyze online search patterns to pinpoint topics gaining traction in real time. This helps editors and writers quickly produce relevant content that keeps pace with fast-changing news cycles.

AI-enabled curation from companies such as Curata is also transforming how publishers compile articles and multimedia from various sources.

Automated systems can filter through large data sets, select relevant pieces, and categorize them based on topic or sentiment. By automating portions of the curation process, editors can save time and maintain consistent quality standards.

Improving reader engagement with AI personalization

The capacity for personalization is arguably one of AI’s most significant contributions to digital publishing.

By analyzing user behavior, reading history, and click-through rates, AI algorithms can deliver tailored article recommendations, boosting engagement and enhancing overall reader satisfaction.

Indeed, the BBC recently announced the creation of an entirely new department to focus on this area.

This study from McKinsey and Company outlines the benefits of personalization. Such results could likely have a direct impact on user retention because readers who consistently see articles aligned with their interests could be more likely to spend additional time on a platform.

Another potential benefit of personalization engines is that they can help readers discover archived or niche content that might otherwise remain underexposed. This allows publishers to maximize their entire content library.

AI-assisted editorial workflows and quality control

Editorial teams can benefit from AI tools that assist in proofreading, fact-checking, and content structuring. These systems can quickly detect typographical errors, grammatical inconsistencies, and possible factual inaccuracies, taking on much of the routine quality assurance process.

High-profile publishers such as The Times, Der Spiegel, and The New York Times are already making use of such technologies.

With AI handling simpler tasks, editors are freed to concentrate on arguably more important aspects of their role, such as strategic decision-making, investigative reporting, and opinion pieces.

In more advanced setups, machine learning algorithms can detect subtle semantic patterns and flag language that might appear biased or misleading, like the technology used in this research from herEthical AI. This technology could be a powerful tool in ensuring balance and impartiality in the newsroom.

AI tools can also help editors fact-check AI findings with trusted databases, reducing the risk of misinformation.

Proper integration of these applications could support a higher level of accuracy and consistency, and could also play a role in enforcing a publication’s style guide, house style, and tone across all content – although human input is still essential.

Transparency and trust in AI-generated content

As AI-generated or AI-enhanced content becomes more common, transparency about these processes is vital. Many readers value the integrity associated with traditional journalism and therefore may be cautious about automated content.

When adopting AI, a sure step publishers can take towards garnering ongoing trust is to clearly disclose when AI plays a role in generating or recommending articles.

Alongside this, developing explicit editorial guidelines is a key part of maintaining consistency. These guidelines could define the categories of content where AI might contribute, such as automated summaries or personalized recommendations, while also outlining how human editors review output to ensure quality and accuracy.

A well-crafted policy may also require disclosure statements where AI is involved, signalling to readers that certain content was generated or enhanced by automated systems.

TIME Magazine’s introduction of an AI chatbot for Person of the Year is an example of transparent use of the technology. By openly indicating that a bot, rather than a human editor, is responding to user queries, TIME maintains trust and integrity.

Addressing AI bias in publishing workflows

No algorithm is free of bias because AI models learn patterns from the data on which they are trained. If that data includes narrow perspectives or historical prejudices, the AI may perpetuate them in content recommendations or even in the tone of generated articles.

A notable example of this was when Amazon’s AI-based recruitment tool was allegedly found to be biased against female candidates, as reported by Reuters.

This bias resulted from the algorithm being trained on resumes submitted over a ten-year period, predominantly from male applicants, reflecting the tech industry’s gender imbalance. Consequently, the system favored male candidates, highlighting the risk of perpetuating existing biases through AI.

From an ethical standpoint, publishers need to make deliberate efforts to address this issue. Failing to do so can damage a publication’s reputation and potentially alienate readers, who expect balanced reporting.

Publishers should ensure their AI models use diverse training data that includes a wide range of sources, demographic groups, and cultural contexts.

Regular audits of AI-generated outputs are equally important to identify any biased language or skewed coverage.

Involving editorial staff from varied backgrounds can help, since human review of flagged content may catch subtle biases that automated systems fail to recognize.

Continuous evaluation and iterative improvements in the training process help maintain both credibility and fairness.

How publishers can protect user data while using AI

Personalization and audience analytics – core strengths of AI – rely on collecting and processing user data. This increases publishers’ obligations to protect that information under evolving privacy regulations.

Europe’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) are two prominent frameworks, with many other countries also implementing or contemplating their own data protection laws.

Complying with these regulations involves carefully managing data collection and usage. One best practice is data minimization, whereby publishers only gather the information essential for specific AI-driven tasks.

Another is obtaining transparent user consent, allowing readers to opt in or out of data collection and providing them with clear explanations of how their data will be used.

Additionally, publishers must safeguard the data they collect by implementing robust security measures, from encryption to anonymization, to reduce risks of breaches and misuse.

Respect for privacy is not only a legal requirement but also an important way to maintain reader trust, which can easily be lost if mishandling of data comes to light.

AI accountability in journalism

Even sophisticated AI requires human oversight. Issues arise when AI-generated outputs contain inaccuracies, perpetuate offensive stereotypes, or misinform readers.

To mitigate such risks, organizations should establish accountability frameworks, such as The Global Principles for Artificial Intelligence, developed by a group of 26 global publishing organizations.

Frameworks like this make it clear who is responsible for reviewing AI-driven content and addressing any inaccuracies or ethical concerns.

This oversight typically involves regular monitoring and clearly defined escalation protocols for disputed or erroneous outputs. When a correction or retraction is necessary, publishers should offer transparent updates – much like they would for human-generated copy.

A recent notable case was that of The Los Angeles Times, which faced criticism over AI-generated content discussing the Ku Klux Klan (KKK). This, according to the Guardian’s report, “appeared to downplay the KKK’s racist history”.

AI in the newsroom: Employment and legal considerations

The rise of AI in the newsroom and across editorial departments inevitably raises concerns about potential job displacement.

Although automation can handle repetitive tasks, editors and journalists can harness AI to amplify their productivity and delve deeper into creative and investigative work.

Rather than viewing AI as a competitor, many organizations benefit by training staff to collaborate effectively with these emerging tools.

Offering professional development programs that teach data analytics, AI collaboration, and digital storytelling can help employees adapt to new demands. Creating hybrid roles, where editorial expertise is blended with technical skills, can encourage a culture of innovation.

When staff members understand that AI can complement, rather than replace, their expertise, anxiety over job loss tends to subside. Maintaining open communication throughout these transitions also helps preserve morale and sets a forward-thinking tone within the organization.

What are the legal considerations when adopting AI in publishing?

AI-driven content presents evolving legal questions about copyright, intellectual property, and liability.

Who holds the rights to an article generated primarily by an algorithm? How should publishers handle potential plagiarism or unauthorized use of source materials by an AI engine? At the time of writing, debates are continuing.

These issues underscore the need for media organizations to remain proactive and stay informed about new regulations and case law.

Clear contracts with third-party AI vendors help provide clarity on licensing and ownership rights, reducing the risk of disputes down the line. Indeed, there have already been major partnerships formed between publishers and AI developers, such as AP signing a deal with Google and ProRata.ai partnering with various UK publishers.

From the point of view of a publisher using AI tools to create content, maintaining a level of human oversight and editorial review ensures that AI outputs align with the organization’s brand and ethical standards.

Periodic reviews of AI processes and outputs can also help detect inadvertent infringements or replicating of copyrighted material.

By actively engaging legal counsel who specialize in media and technology, publishers can better navigate the complexities posed by AI-generated or AI-assisted content.

Conclusion: Building a responsible AI strategy in publishing

AI is steadily reshaping the future of digital publishing, driving changes in the way content is produced, curated, and consumed.

For online magazine and news publishers, the potential to automate repetitive tasks, enhance personalization, and optimize editorial workflows is both exciting and challenging. These innovations promise efficiency gains and better engagement but also require well-designed strategies to address ethical, legal, and social implications.

Implementing AI responsibly is not just about embracing new technology. It’s about renewing commitment to transparency, accuracy, and reader trust. As the global regulatory landscape evolves, so too must editorial guidelines and data practices.

Publishers that adopt a collaborative approach, inviting insights from technologists, regulators, industry peers, and readers, are best positioned to thrive. Over time, a balanced integration of AI will likely become a hallmark of forward-looking, ethical publishing, ensuring that journalism remains grounded in integrity even as it evolves.

By taking measured steps now, publishers can harness AI as a tool for creativity, efficiency, and enhanced reader engagement, without compromising on the ideals that have long defined quality journalism.

As the technology matures, ongoing education, policy refinement, and public dialogue will help publishers refine their AI strategies. The future of publishing may indeed be powered by algorithms, but it will still rely on human integrity and judgment to guide the way.

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Paywalls: A viable long-term solution for publishers?

Liam Machin — Mon, 27 May 2024 14:30:14 +0000

Newspapers and online publications struggle to balance user experience with revenue generation, and this explains the surge in use of now-ubiquitous paywall. But how much of a success have these been?

With fewer people picking up their local newspapers and more people consuming content on their mobile phones, the quest for sustainable revenue has caused a major challenge for publishers of all sizes.

Making things worse, advertising revenue – once a reliable income stream – has shrunk due to the prevalence of ad blockers, and managing the changes in third-party cookie support hasn’t been straightforward either.

Over time, paywalls have evolved into a reliable source of consistent revenue for publishers. But as these now compete with countless other sources on social media, driving traffic to their site to begin with is an even greater challenge than before.

The 2023 edition of the Reuters Institute Digital News Report highlighted the competitive nature of today’s media landscape. TikTok’s use for news gathering grew from 1% in 2020 to 6% in 2023, while Instagram’s has also increased, from 2% in 2014 to 14% last year.

With the ongoing financial pressures on publishers and the constant battle for attention, is there still a place for the paywall?

Peeking over the paywall: A brief history

Paywalls have been around since the 1990s, with the Wall Street Journal (WSJ) arguably pioneering the system, having implemented a hard paywall back in 1996.

At that time, most newspapers didn’t need to resort to these, as they made enough from advertising revenue and print margins were still positive.

Today, things are markedly different. In 2019, a Reuters Institute report showed that 69% of “leading newspapers” in Europe and the United States used some form of online paywall.

This trend has grown in recent times, especially in the United States, where statistics show it has increased from 60% to 76% over the past seven years.

So what changed?

One of the main explanations for this shift is the decline in the demand for print newspapers, which has forced publishers to look toward alternative sources of revenue.

The abundance of free news online has also reduced the incentive for people to pay for it (and this, in turn, explains why so many established news organizations have pivoted from straightforward reporting to analysis and opinion pieces).

Some might argue that the average person is more likely to try and find their way around a paywall than to simply subscribe to the publication in question.

In the UK, merely 9% of people surveyed in 2023 said they had paid for online news in the past year.

A similar attitude can be seen in the US market too, where 51% of those questioned as part of a 2024 Medill survey said that “no one should pay for local news.”

What are the different types of paywalls?

Publishers use a range of different paywall models to restrict access to content and generate revenue. Here’s a breakdown of the main approaches.

Hard paywalls

The simplest form is whereby this paywall restricts all content and forces the reader to subscribe before showing any meaningful level of detail.

For publications that have high-value stories, like the WSJ, this model can be effective as it helps build a loyal user base, but also limits the extent to which your news can reach.

Metered paywalls

Metered paywalls balance access and exclusivity by allowing readers to view a limited number of articles before blocking further access.

These can often be found with a clear pop-up telling readers how many articles they have left in a given time frame, the idea being that such regular reminders may encourage them to reconsider their level of subscription.

Freemium paywalls

This model provides a mix of free and premium content, whereby readers can access basic articles for free, while in-depth analysis or exclusive reporting requires a subscription.

This is common in B2B scenarios and allows users to experience the publication’s value before committing.

Dynamic paywalls

Dynamic paywalls personalize access based on user behavior, and aim to optimize their subscription offers.

Although it might take some time to set up, offering a more personalized approach that considers factors like reading habits and visit frequency should, in theory, increase the potential for conversion.

When paywalls have worked

Perhaps one of the most successful implementations of a paywall was by the New York Times.

Launched in March 2011, the company revealed its subscription funnel in an article titled How The New York Times Uses Machine Learning To Make Its Paywall Smarter, which highlighted the effectiveness of a layered, dynamic approach.

By using a limit system combined with AI, the New York Times allows visitors to access a certain number of articles before pushing the paywall in front of them to register.

After that, the user is in their loop and can access additional articles. However, now they’re part of their system and are gathering data, the organization can retarget more effectively and encourage them to subscribe to their wider product which generates revenue.

This bundle of entertainment and information approach has proven more successful than previous paywall strategies, with almost half (41%) of its subscribers having either “bundles or multi-product packages.”

This recurring revenue is what many publishers strive for in today’s environment and it creates a direct bond between the readers and the publisher, although it does rely on consistent levels of quality, or else they risk reputational risk and losing customers for good.

When paywalls haven’t worked

On the flip side, there have been a few instances where bringing in paywalls hasn’t quite worked, for whatever reason. British news outlet The Sun is one example of this type of u-turn.

The Sun’s publisher, News UK, originally decided to place all articles behind a paywall in August 2013, before backtracking just over two years later.

Subscription services and paywalls are often a tougher sell for everyday news since there isn’t anything much exclusivity, so people can go elsewhere to find similar stories.

Similarly, the Toronto Star explained that paywalls only created a higher churn rate and reverted to focusing on paid editorial pieces and advertising.

Moving forward: Are paywalls sustainable?

Today’s online news space is filled with clickbait and entertainment-led articles, which are often produced simply to get attention rather than give true value.

This “true value” requires transparency; a clear explanation of the true cost of quality journalism and the consequences of not supporting it financially.

For publishers that decide to stay on the paywalled path, their future relies on convincing readers of their value.

Readers are more likely to subscribe if they believe they’re getting unique, high-quality, and in-depth reporting that they can’t find elsewhere – or, as we have seen, if they can gain additional value through the bundling of additional services.

Paywalls offer some level of financial stability, but a surge in unsubscribers is all it takes for a publisher to find itself in a worse position than before.

And no matter what, at least for the foreseeable, there will be a certain section of the public that believes news should be free.

As Richard Stengel writes for The Atlantic: “Democracy Dies Behind Paywalls”. Ironically, the article is behind a paywall.

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How can publishers drive revenue growth in 2024?

Liam Machin — Mon, 11 Mar 2024 09:15:36 +0000

Publishers face a constant battle of staying profitable while maintaining journalistic integrity, so the need to develop several revenue streams is critical. We break down some of the key challenges and potential solutions.

As more independent publishers emerge each year, the fight for attention is becoming an increasingly important battle for established ones. Losing readers, after all, usually means losing revenue as well.

According to The Guardian, over the last decade, approximately 300 local newspapers in the UK have closed, with UK print publication ad revenue halving over a six year period.

The picture is much the same in the US; one-third of local news outlets have closed since 2005, mainly thanks to a lack of demand from consumers due to the emergence of other media sources.

Amid the ever-present volatility brought by the explosion of misinformation proliferation and the use of AI technology, the need for adaptability and innovation becomes critical for publishers.

However, the end of third-party cookie support in Google Chrome presents a new opportunity for both news publishers and media companies to take stock of their revenue streams and better understand the advertisements they’re putting in front of their audiences, optimizing accordingly.

What are the biggest challenges facing news publishers today?

In today’s world, trust is everything. Publishers are working hard to make sure their reports are accurate and to fight false information.

In fact, a World Economic Forum report labeled misinformation and disinformation generated by artificial intelligence as the single biggest threat to the world over the next two years, one that poses a greater risk than even extreme weather events and armed conflict.

A significant story from this year saw a series of deepfake images of Taylor Swift go viral with over 27 million views in 19 hours before it was taken down.

Not only does this type of manipulation harm the person in question, but if the fake images were incorrectly reported to be genuine by a prominent news outlet, reputational and financial harm could easily follow.

Fortunately, this particular issue was resolved swiftly. Nevertheless, it highlights the importance of having clear and robust fact-checking procedures in place to foster a more transparent ecosystem, one that prioritizes truth, integrity, and audience trust.

While cost-cutting measures and organizational changes are becoming more frequent for many online publishers, they should not compromise the quality of content.

Exploring ways to train and upskill existing employees, or to leverage new technologies, can be an easy way to minimize risk without ramping up costs.

The decline of print media

As we have seen, print advertising – once the cornerstone of revenue for many publications – has experienced a strong decline in recent years.

Online media, and the shift of younger audiences away from physical to digital media sources, have taken away much of its demand.

A telling sign can be seen in the total number of actively purchased print publications in the UK, which have fallen by 70% between 2010 and 2022.

The same can be seen in the US where. According to Pew Research, the daily newspaper circulation (both print and digital) was 20.9 million, falling around 8-10% compared to 2021.

This lack of demand for print news has forced more publications to emphasize online media and the advertising revenue that comes from that, as print faces a dire need to innovate.

Online advertising: A necessity for survival

With online publishing, display advertising has become increasingly predominant in their online reading experience – often leading to complaints.

On top of that, the digital space is undeniably saturated with competition, which makes it challenging for publishers to secure a significant share of online ad revenue as their space is valued against what the advertisers are willing to pay.

A Digiday and Permutive research report found that 60% of publishers said advertising would account for “one-fifth or less” of their annual revenue in 2023.

Programmatic advertising, although efficient in terms of speed and ad placement, often yields relatively low returns when compared to alternative agreements and carries the risk of displaying irrelevant or even harmful content.

Despite the possible reach of digital advertising, publishers often struggle to maximize returns, especially with the dominance of programmatic advertising.

The report found that open marketplace deals produced less than 21% of their annual ad revenue, showing the demand for more direct relationships and agreements with brands to generate the best deals for everyone involved – something we’ll go into more detail later.

What can publishers do to improve engagement and increase revenue?

There are several different ways in which publishers can increase engagement with their readers and simultaneously boost revenue – which is most effective is up for debate.

The continued evolution of privacy measures, such as the dropping of support for third-party cookies on Chrome, highlights the value of strategic partnerships.

Publishers can increase their revenue and attract more readers by partnering with relevant tech companies, brands, or agencies that can help them promote products and services that their audience already enjoys.

There are numerous success stories, in particular in Norway, whose news outlets are judged to be leaders in digital media subscriptions. But these partnerships can go beyond just brand deals and include other news sources.

The New York Times, for example, has developed a unique subscription bundle that combines other areas of its business to offer potential customers a more rounded package.

It includes news, games, recipes, audio & podcasts, reviews via Wirecutter, and sports coverage via The Athletic.

This bundle has helped the organization achieve an annual digital subscription revenue of more than $1bn for the first time in its history, with 9.7 million of them digital-only.

These models aren’t new but by creating more holistic packages it offers additional value to customers and gives ample opportunity to promote affiliated businesses.

Understanding audience preferences

Already, most publishers have embraced a multi-platform content strategy to engage their audience segments effectively.

Yet, this type of audience segmentation can also dictate decisions about what brands and advertisements should feature onsite.

Research from the Digiday and Permutive paper found that 65% of those interviewed said data and analytics have the greatest impact on driving positive ad revenue outcomes.

As well as all this, direct ad sales, curated marketplaces, and sponsored content partnerships all provide more tailored opportunities for publishers to have greater control over ad placement suited for their audience.

Adopting other forms of advertising, such as in-image advertising and augmented reality ads, also presents new options to promote any advertisements effectively.

News outlets can’t control what brands make, but stronger relationships with brands and agencies promote more free sharing of ideas to achieve the best results for both parties.

How does SmartFrame help news publishers generate more revenue?

At SmartFrame, we are committed to creating the most sustainable ecosystem for all those involved with photography and publishing.

We’ve designed an ecosystem where all parties receive due recognition for their contributions.

Our publisher partners enjoy unrestricted access to a vast library of exclusive and historical imagery through an ad-funded model.

Here’s an example of such historic images that are only accessible in this format through our New Zealand Rugby library.

This grants them license-free access to streamed image embeds for online usage, together with JPEG access for use in print and where an embed cannot be used.

Moreover, publishers maintain full control over the ad campaigns, with each campaign undergoing approval before it’s put into place. This ensures that publishers retain control over the content featured on their platforms.

By embedding our images into their content, publishers benefit from the advertising that’s layered over the image in a non-intrusive manner.

Think of it as a new advertising billboard seamlessly integrated into an article that enriches the content with exclusive imagery and provides contextually relevant ads without disrupting the reader’s attention or load times.

The post How can publishers drive revenue growth in 2024? appeared first on SmartFrame.

How can online publishers increase and optimize page speed without plugins?

Liam Machin — Mon, 26 Jun 2023 06:40:09 +0000

Webpages taking forever to load? Images not showing up as fast as you want? Here, we dive into some effective techniques for improving page speed and enhancing the performance of a digital publishing website.

Content, design, and SEO optimization are all elements that help develop any publisher’s reputation and visibility. The lynchpin of all things user experience, however, will almost always be page speed.

In fact, research shows that 46% of users will not return to poorly performing websites and a quarter abandon the site completely if the loading time is longer than four seconds.

Why is page speed important for publishers?

Site performance is crucial for digital publishers in order to engage readers, build a more loyal audience, and drive revenue. In addition, page speed is used as a ranking factor for Google search results and it’s important for users looking for quick answers.

One bad impression can cause a user to go elsewhere for the information they are looking for and not consider the site’s authority in the future. Furthermore, Google penalizes sites with higher bounce rates as the algorithm will assume the site has a poor user experience (UX).

What are Core Web Vitals?

Core web vitals are user experience metrics that act as one part of Google’s Page Experience signals to help optimize Google Search results. It breaks down into three core areas.

Largest Contentful Paint (LCP)

LCP determines the loading time or performance of the website’s parts by focusing on how long it takes for the largest element on site to load on the screen, using it as a gauge for the overall website performance. Google advises a load time of 2.5 seconds or less to provide a good user experience.

Cumulative Layout Shift (CLS)

This metric assesses the visual stability and unexpected changes in a website’s page layout by analyzing how much an element moves, for example, an image, font, or additional material.

First Input Delay (FID)

FID measures the responsiveness of an interaction with an element on a page that’s instigated by the user. This could be a link, a call-to-action button, a drop-down menu, or something similar.

These three segments are great starting points for publishers to begin improving their page speed. In a detailed technical blog, Yelp’s former Group Tech Lead describes how the company improved UX and increased conversions by 15% by tackling FID. The problems originally stemmed from new features to help ad campaigns – something we’ll touch on later.

Five tips to improve page speed

There are hundreds of ways to improve page speed, ranging from minor tweaks to complete website redesigns. Here are five examples of how to improve page loading times quickly.

1. Optimize images and files

Images are vital for digital publishers as they add context and substance to a story – but they can also significantly impact page speed. Since high-resolution images are often large in size, this ultimately leads to slower page load times.

Websites and publishers can use techniques such as lazy loading, which instructs web elements to only show when a user reaches the point of interaction.

However, for publishers looking to utilize high-resolution images without impacting page speed, embedding SmartFrame images might be a good alternative. SmartFrame’s technology offers more engaging images, with features such as full-screen viewing and Hyper Zoom, with next to no impact on page speed thanks to lazy loading.

2. Use a content delivery network (CDN)

A CDN is a network of servers spread across multiple locations that store copies of your website’s content to improve site load time.

When a visitor enters your website, the content is delivered from the server closest to their location, which is especially useful for digital publishers with a global audience. In fact, almost half (45%) of the world’s top one million websites use a CDN to provide a more reliable web experience.

3. Audit plugins

There’s a misconception that layering plugins will help improve overall page speed. However, if a publisher installs too many to its content management system (CMS) without fully understanding whether these have been activated, they can create unnecessary HTTP requests that will ultimately slow down the website.

4. Avoid reliance on programmatic advertising

Though it’s a streamlined process of gaining revenue, and is particularly useful for smaller websites, programmatic advertising does have a number of drawbacks, including an impact on page speed.

For example, Bloomberg decided earlier this year to shift away from programmatic display ads in order to improve user experience and minimize brand safety concerns. This is just one example of a reputable publishing site that’s decided to focus more on direct ad buying and relationships.

Given the nature of programmatic advertising and its use of real-time, open-market, live auctions, this method of advertising can put significant strain on the performance of a website.

Moreover, some ads will feature high-resolution creatives, and without control over this, a site’s speed can be significantly harmed. This is particularly true for webpages with multiple ad slots since each of these requires separate ad requests and auctions, which can further increase the overhead and slow down webpage loading.

To help ensure these ads are safe, businesses will add other plugins to analyze the creative. As mentioned above, however, having too many plugins switched on will harm overall site performance.

5. Apply browser caching

Browser caching allows a website to store certain elements, including images, CSS, and JavaScript files, on a visitor’s local device.

This means that when a visitor returns to a website, the stored elements can be loaded from the local cache instead of being forced to download again, thus reducing load times.

Small tweaks can lead to big results

Google will always be free to change how it decides to rank websites. But, as we highlighted earlier, page speed is always going to resonate with both search engines and users.

Using the Core Web Vitals as guidelines and implementing some of the techniques mentioned above can all contribute to faster page loading times.

We’ve done our best to keep away from anything too technical and highlight the quick wins that publishers can implement to increase and maintain website traffic.

Every second counts in the digital world, so take the necessary steps to ensure your website loads quickly and efficiently.

The post How can online publishers increase and optimize page speed without plugins? appeared first on SmartFrame.

How to increase reader engagement: Tips for publishers

Liam Machin — Thu, 11 May 2023 09:46:31 +0000

In this blog post, we will explore the importance of engagement in online publishing and offer some examples of how publishers can increase engagement within their articles.

Audience engagement is a crucial aspect of online publishing that can greatly impact the success of an article. Today, blogs compete with every form of digital media – and some research shows the art of highly impactful blogging is falling behind.

One thing for certain is that static articles that simply provide information – without actively involving the reader – are becoming outdated. Today’s consumers require interactive, engaging content that captures their attention and keeps them hooked.

As such, over the last few years, publishers have had to adapt their strategies to ensure their articles are informative and engaging enough to keep readers coming back for more.

Why is audience engagement important for digital publishers?

Engagement is the measure of how actively involved and interested readers are in an article.

Similar to the ongoing debates around the attention economy, good engagement goes beyond just views and clicks.

The most successful platforms focus on how readers interact with the content, how long they stay on the page, and whether they take actions such as liking, sharing, or commenting.

Most of the time, high engagement rates indicate that readers find the content compelling, and are more likely to continue reading, sharing, and returning for more, whereas low engagement often leads to poorer and lower traffic as well as reduced effectiveness of the article.

Some argue that engagement is the most important metric for publishers because it is frequently used to attract advertisers and, as a result, generate more revenue, while also building a loyal audience.

However, each publisher will have different ways of measuring success; for example, the Financial Times highlights returning visits and quality reads as two of its most important factors.

By using these engagement metrics, advertisers and agencies can deduce whether or not the content on their website will lead to greater brand visibility and/or have the potential to convert. Without strong engagement, publishers will find it difficult to attract higher CPM rates.

How do you drive user engagement on a website or blog?

There are a number of ways that publishers can increase engagement within their articles.

By layering proven features and allowing room for new solutions, publishers can quickly understand what resonates with their audience and create higher engagement rates.

The following five suggestions are techniques we believe are still underutilized but can drastically improve reader engagement.

Quizzes and polls

Both quizzes and polls are highly interactive elements that provide a great opportunity for readers to participate and express their opinions. They also help create a more unique experience that can keep readers on the page for longer periods.

Publishers with a more loyal readership will be able to quantify their level of engagement through these methods.

They can be used in various ways, such as for testing readers’ knowledge, used as part of broader features such as competitions, or simply for gathering insight into your audience’s preferences and behaviors that can then feed into future content planning.

Image streaming and Hyper Zoom

Image streaming with Hyper Zoom capabilities is a relatively new concept that offers a more visually captivating way to present images on publishers’ sites.

It can significantly increase reader engagement because of its ability to allow readers to explore high-resolution images in detail, zooming in and out to discover hidden details and immerse themselves in the visual content.

For years, JPEGs have sat on websites, acting as nothing but a visual nudge to the surroundings. One of the key benefits of image streaming with Hyper Zoom is its ability to create a unique and interactive experience for readers.

This newfound image capability can increase the average time spent on the page, as readers are drawn into the visual content and compelled to explore further. Moreover, image streaming with Hyper Zoom can enhance storytelling and content presentation.

Publishers can use it to showcase images in a compelling way, creating an immersive visual narrative that complements the accompanying text. They can also access analytics on the types of interactions readers have with the images within their content, which helps them to understand what types of images perform best.

Social embeds

Embedding content from social media platforms allows publishers to easily embed tweets, Instagram posts, and other types of content directly into their articles.

This provides readers with additional context to an article and interactive elements that can enhance the readability of their work.

Comments from experts or influencers can add credibility and authority to an article to spark further interaction and interest in the reader.

Lazy SEO (2022): Copy everyone else!
Lazy SEO (2023): Copy everyone else… faster! — Cyrus SEO (@CyrusShepard) March 24, 2023

Video embeds

Furthering on from social, video embeds have been a popular feature for publishers for years. Incorporating video allows publishers to leverage existing content to enhance their work.

Curating relevant video content to support the purpose of a piece can drastically increase engagement and keep readers on a publisher’s site for longer; according to Wistia, readers spend roughly 1.4x more time on pages with videos than on those without them.

In terms of making this feature the most effective, publishers should consider collaborating with influencers and creators.

If a publication isn’t already producing its own video content, collaborating with influencers or related channels can be viewed as a positive brand message that supports independent creators, resulting in a more valuable ecosystem.

Comment sections

Moderated comment sections can be a valuable tool for publishers to foster discussion, encourage interaction, and increase engagement on their platforms.

By providing readers with the opportunity to leave comments on articles, publishers can create a community-driven environment that promotes conversation and feedback, keeping readers engaged and wanting to return for more.

One example of a successful comments section is found on the BBC Sport website. Although not present in every article, articles with obvious opportunities for fan engagement have allowed the publisher to build an active community of people who freely share their thoughts.

It is, however, worth noting that moderation is key to ensuring that comments are respectful and relevant in order to maintain a safe space for meaningful discussions to take place.

In summary

As the art of written content continues to battle it out against short-form media, it’s important for publishers to recognize the power of experimenting with other interactive elements when posting written content online.

Not every technique will work but with consistent testing and analysis of new features, publishers can quickly learn what resonates best with their audience and adapt their strategy accordingly.

The post How to increase reader engagement: Tips for publishers appeared first on SmartFrame.