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This week’s Media Briefing looks at why publishers are once again turning to social platforms for audience growth and revenue as AI-driven search changes and declining Google traffic put pressure on their owned-and-operated businesses. But publishers have learned from the past, and the playbook is different.

• Publishers bet on platforms again
• Jeff Bezos on pushing The Washington Post to profitability, Business Insider CEO exiting, and more.

Publishers bet on platforms again

Publishers once got burned by over-relying on social platforms for growing their reach and revenue. But now, they may need them again. As Google referral traffic declines and AI adoption grows, some publishers are chasing off-platform revenue and views to offset onsite audience and digital advertising losses.

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As more people look for ways to be healthier or seek knowledge about medical ailments (especially in countries lacking universal health care) medical creators have stepped up, providing their knowledge to viewers and a new conduit through which brands can connect with potential customers.

A recent Pew Research study revealed that 41% of health and wellness influencers say they have medical professional backgrounds, with 17% of them working in conventional medicine. 

Though this type of creator gained popularity during the COVID pandemic, Brad Hoos, CEO of influencer marketing agency Outloud Group, told Digiday he’s anecdotally seen immense growth in the space in the last 18 to 24 months as audiences now prioritize trust differently and health “has become culture.”

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