Author: Sara Guaglione

This week’s Media Briefing looks at why the World Cup is no longer the easy search traffic win it once was, and how publishers are adjusting their strategies to pull people in.

• The new World Cup playbook
• Reuters Institute report shows people are swapping news sites for social, video platforms
• U.K. publishers move to charge tech companies for AI scraping, Washington Post gets hit with class-action lawsuit around subscription pricing, and more

The new World Cup playbook

The World Cup used to be a guaranteed search traffic bonanza for publishers. In the age of AI answers and zero-click search, that playbook is being adapted to changes in SEO, direct audience and off-platform strategies.

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Forbes has launched an AI-powered audio experience on its homepage that turns its top three stories of the day into a five-minute podcast.

“The Daily Brief,” uses a combination of summaries submitted by writers into Bertie, Forbes’ internal AI tool. Bertie selects three stories to summarize and voice the brief, which is then reviewed and additional selections made by Forbes’ product and editorial team.

The Daily Brief, which launched on May 29, is also a signal that publishers are still willing to experiment with audience-facing, generative AI products — despite previous mishaps. Last December, The Washington Post used AI to build a pick-your-own-format news podcast, letting listeners choose the topics, hosts and length to create custom versions, called “Your Personal Podcast.”

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