How a German publisher JV is turning LLM visibility into a premium brand buy

Publishers spent years learning how to engineer Google. Now they’re trying to do the same for AI answers – and sell it as a brand product. 

Germany’s BCN, the joint-venture commercial arm of three major publishing houses – Hubert Burda Media, Funke and Klambt – is rolling out a commercial product that helps brands get properly surfaced and described inside ChatGPT, Gemini and other AI assistants, not just on traditional search results pages.

Called AI Brand Voice, the offering bundles an AI visibility audit, content strategy, AI-optimized branded content and ongoing optimization across roughly 300 specialist titles, spanning technology, finance, beauty, health and luxury, including Chip, Elle and Grazia. BCN claims the JV reaches around 63 million users across the three publishing houses. 

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Media Briefing: The new World Cup SEO playbook: What’s in and what’s out

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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