A new platform has entered the chat: Bluesky’s rapid rise presents news publishers with an opportunity to reach a new, engaged audience. With users flocking to the platform, especially those looking for alternatives to X (formerly Twitter), Bluesky is becoming an attractive space for sharing news and fostering conversations.
A new source of referral traffic: With referral traffic from Bluesky to publisher websites increasing, the platform presents itself as an interesting alternative for publishers. Bluesky’s expanding user base and the network effect it creates mean there’s a higher likelihood of content going viral and generating the kind of engagement that benefits news websites.
A new haven for journalists: Rose Wang, Bluesky’s COO, shared that “We want Bluesky to be a great home for journalists, publishers, and creators. Unlike other platforms, we don’t de-promote your links. Post all the links you want — Bluesky is a lobby to the open web.”
Opportunities for community engagement: Bluesky’s decentralized nature gives news publishers a unique opportunity to engage more deeply with their audience. By joining conversations and responding to real-time feedback, publishers can strengthen their relationships with readers. It’s also a chance to experiment with community-driven content, where users help shape the news experience and become more involved in the stories being told.
How multi-brand publisher Mediahuis is adapting to digital
“Our focus moving forward is on increasing the value of a digital subscription. We aim to evolve our subscriptions into ‘essential subscriptions’ that become indispensable to consumers.”
Gert Ysebaert, CEO of Mediahuis
Catch up: Gert Ysebaert, CEO of Mediahuis, recently sat down with The Drum for an interview on the multi-brand media company’s challenges and growth. Here are the main points he shared.
Embracing the digital subscription model: Mediahuis has experienced significant growth in digital subscriptions, with more than half of its subscribers engaging with content digitally or through a mix of digital and print.
AI and its impact on Mediahuis: Artificial intelligence is already significantly impacting how news is produced, distributed, and consumed at Mediahuis. Ysebaert sees AI as a tool for automating repetitive content creation. He notes that AI-driven search experiences will further shape how content is discovered and consumed.
Balancing collaboration and protection: Ysebaert is focused on balancing collaboration with big tech and protecting publishers’ interests. While collaboration with platforms can expand reach, ensuring fair compensation and safeguarding editorial independence remains a priority for Mediahuis. The evolving dynamics between traditional publishers and new digital players will require careful negotiation.
Building trust and brand identity: At the heart of Mediahuis’ strategy is what Ysebaert calls “Signature Journalism.” While the industry drowns in generic content churned out by algorithms, Mediahuis is doubling down on journalism with a distinct identity. “Signature journalism is about asking questions no one else is asking,” says Ysebaert, emphasizing that the most valuable resource in an age of information overload is trust.
Can AI companies ensure fair compensation for publishers’ content?
The rise of ProRata.ai: ProRata.ai, a US-based AI start-up, recently raised additional funding, bringing its valuation to $130 million. The company focuses on helping media organizations ensure fair compensation when their content is used by AI applications. ProRata’s technology enables publishers to earn revenue based on their content’s contribution to AI-generated responses.
Publisher partnerships and funding success: Major publishers, including DMG Media, the Guardian, the Financial Times, and Axel Springer, have signed deals with ProRata. DMG Media has also taken an equity stake in the company. These partnerships will help launch ProRata’s AI search engine, which will provide answers using licensed content from its partners. Publishers will receive 50% of the revenue from the search engine’s subscription model.
How it works: ProRata’s technology fairly attributes content used in AI-generated responses. If a publisher’s content contributes more, they receive a larger share of the revenue. This model addresses the issue of AI companies using publisher content without compensation, aiming to set a precedent for fairer content usage by AI companies.
Industry reactions and challenges: While ProRata’s model is promising, some argue that the 50-50 revenue split may not be enough, especially in a market where licensing must be a key revenue driver for publishers. Despite DMG Media’s investment, questions remain about the sustainability of this model as AI’s role in content generation grows.
Geolocation-based authorization
Bring your app to more people, effortlessly
Partner with universities, hospitals, or other organizations to share your news app more widely. With this feature, users in authorized locations can access your content instantly. No account setup necessary, no hassle.
Our CEO, Danny Lein, will be attending WAN-IFRA’s AI Study Tour to San Francisco and Silicon Valley in January 2025. Will you be there too? Let’s connect!
Twipee recommendations
This week’s recommendation comes from Joachim Bortels, Twipe’s Product & Solutions Designer:
“If you’re interested in how AI can enhance your design process, check out the podcast episode How to Conduct an AI Design Sprint with Mike Hyzy. I was surprised at how easy it is to integrate a Large Language Model into a design sprint as a brainstorming partner. It’s a great listen for anyone looking to bring AI into their creative workflows!”
