Media Briefing: As social platforms favor creators, publishers are left out of the referral loop

This week’s Media Briefing looks at how execs at BBC, The New York Times and Reuters are grappling with younger audiences turning to social platforms and news influencers for information.

• News publishing execs are working to meet audiences where they are and in the formats that they prefer, even though those social and video platforms aren’t driving traffic back to their sites.
• U.K.’s CMA wants to regulate Google search, BBC threatens legal action against Perplexity, and more

Publishers reckon with reaching audiences on platforms that don’t send back traffic

With traditional news outlets bleeding influence and search referrals drying up thanks to generative AI, publishers are focused on meeting audiences where they are: TikTok, YouTube and Instagram. But there’s a catch — those platforms rarely send readers back to publisher sites. 

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