New York Times reported that smaller publishers relying on ad revenue for survival have already gone bust.
Both The Guardian and the BBC have announced redundancies. Even BuzzFeed readjusted their expectations for 2020.
Google killing third-party cookies. COVID. BLM keyword blacklists. Reduced marketing budgets. And just last week Google made AdSense policies better but also stricter for publishers.
It’s not easy being in publishing these days.
For better or worse, many publishers still rely on ad revenue to deliver quality journalism to us.
Marketers who portray themselves as ‘purpose-driven’ saying that they want coronavirus coverage to be free while at the same time pulling their ad spend from publishers isn’t helping to keep that content free and accessible to all.
Marketing can be a power for good.
But we gotta put our money where our mouth is. We can channel our ad spend on supporting free and independent journalism.
And while we’re at it, we can demand that those publishers do better. Because they’re more likely to listen to constructive feedback once their existence isn’t teetering on the brink of destruction.