© Illustration by Aurélie Garnier
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.
