Reach, a UK-based news publisher with 120 titles that include Mirror, Express and Daily Record, is looking to news aggregation platforms to diversify traffic sources amid the threat of a zero-click future.
“We’re making new friends. You can’t rely on Google anymore… Ultimately, blue link search? I don’t feel that great about its future,” Donna Ogier, Reach plc’s directer of US audience, said on stage at the Digiday Publishing Summit Europe in Lisbon, Portugal, on Oct. 27. Reach’s audience strategy is focused on promoting original content on channels like MSN, Apple News and Yahoo (as well as SmartNews and NewsBreak in the US).
“Evergreen pieces of content we used to write just don’t fly anymore. They’re really not worth the effort. However, tangential queries, interesting second-order queries, queries with more voice attached to them, reporting with more voice and opinion. These things can’t be replicated,” she added.
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