Publishers urged to build owned audiences as search traffic to news sites drops 36%
· 3h ago · Originally reported by Digital Content Next
Piano benchmark data cited by Digital Content Next shows search traffic to publisher sites fell 36% in 2025, with social referrals also prone to sudden drops when platforms change policies. The piece argues publishers should focus on converting visitors into registered, logged-in audiences they control rather than relying on platform distribution.
Why it matters
As Google and social platforms send less traffic to news sites, publishers' ad revenue and subscription funnels are at risk unless they build direct relationships with readers.
Explain it like I’m new here
It's like a lemonade stand that used to get customers from a friend shouting about it — now the friend stopped shouting, so the stand needs to get people to sign up as regulars instead.
Read the original at Digital Content Next
Terms in this story
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
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