Direct Relationships, New Audiences, and SEO vs GEO | Adrian, your AI curator

Building Direct Relationships with News Audiences

Thomas Baekdal, How do we define direct, and what comes after text?

Even as new formats for news consumption like audio, video, and AI emerge, audiences still prefer text overall. Baekdal argues that the challenge isn’t about replacing text but about using the right format for the right purpose. Shifts like the “pivot to video” or overreliance on AI content don’t guarantee value or sustainable revenue. Instead, publishers should focus on developing products and formats that genuinely serve audience needs and fit their business models. 

The future lies in building direct relationships. With search, social, and AI intermediaries reducing publishers’ visibility, success depends on increasing “direct intent”—getting audiences to think specifically of a publisher’s brand when seeking news, through channels like newsletters, podcasts, notifications, or direct visits. 

Winning Over Young Readers: Mediahuis’ Under-26 Subscription Strategy

The Audiencers, Building a subscription product for young readers at Mediahuis Belgium

Mediahuis Belgium is tackling the challenge of attracting younger readers by moving beyond student discounts and launching a dedicated under-26 subscription. Priced at €1 per week, it offers full digital access to five news brands, aiming to provide reliable journalism in formats that fit younger audiences’ lifestyles and counter skepticism about news on social media.

Instead of relying on price cuts, Mediahuis focuses on relevance, credibility, and long-term value through campaigns on social platforms, influencer partnerships, and initiatives like the Youth Lab, which brings young voices into the newsroom. The key insight: younger generations are willing to pay for news, but publishers must create products tailored to their needs and habits—not just cheaper versions of traditional offers.

Publishers Warn of Steep Traffic Losses from Google’s AI Overviews

Press Gazette, UK and US publishers say Google AI is harming website traffic

Leading US and UK publishers report steep traffic declines from Google search, with referrals dropping around 10% year-over-year and some weeks down 16–17%. Industry groups blame Google’s AI Overviews, which answer queries directly in search results and reduce clickthroughs, particularly for lifestyle, automotive, and product review content.

Publisher associations are calling for regulatory action, including transparency on AI’s impact, the ability to opt out without losing visibility, and licensing agreements. While Google disputes the findings, publishers argue their first-party data shows clear and sustained losses.

Publishers Stick With SEO While GEO Remains Unproven

Digiday, Despite the hype, publishers aren’t prioritizing GEO

Most publishers are approaching “generative engine optimization” (GEO) with caution, despite it being promoted as the SEO equivalent for the AI era. The promise is that by optimizing content for large language models and answer engines, publishers could secure citations and visibility in AI-driven responses. However, industry leaders remain unconvinced, pointing to the lack of transparency in AI algorithms, frequent changes to model behavior, and the absence of meaningful metrics to measure success. Without evidence that GEO drives real reach or revenue, skepticism continues to outweigh serious investment.

How Podcasts Power News Subscriptions and Communities

Media Voices, Investments and rewards: where are publishers at with paid podcasts?

At the Publisher Podcast Summit, industry leaders highlighted how podcasts are shifting from brand-building tools to core subscription products for news publishers. Platforms like Apple Connect are lowering technical barriers, making it easier to test paywalls and align podcasts with broader subscription models. Still, not every show is suitable—specialist or in-depth podcasts are more likely to attract paying audiences than general-interest content.

Beyond subscriptions, publishers are also finding value in community-driven models. Loyal listeners often support shows through live events, merchandise, or platforms like Patreon, even when the content itself remains free. For news organizations, this underscores the need for diversified strategies: leveraging podcasts to strengthen audience relationships while creating multiple revenue streams. Those that pair strong editorial identity with thoughtful monetization models are best positioned to capture this growing opportunity.