For a long time in the media industry, the end goal has been publication. The product is the destination. We worked backward from a deadline.
Our relationship with our audiences was driven by a constant search for growth. More readers, more subscriptions, more impressions. We see them as a mass, not as individuals. It’s a fundamentally one-way communication with a focus on form over function.
But today we work in a world where we’re no longer competing against each other but against the external force that is AI. And AI is a master of the print mindset.
If our only value is publication and growth, we will lose.
The way to survive isn’t to out-compete AI at its own game. The way to survive is to lean into what AI cannot do:
Build real, purposeful human relationships.
In this new structure, the goal is impact, the focus is on long-term impact and we measure value over volume, seeking to build belonging through meaningful interactions.
