The “People vs. Algorithms” podcast has an episode called “The Deterioration of Webpages.” It raises some very interesting questions about the future of media companies. If you’re in the media space, you should listen to it.
Here are my comments and opinions on their analysis. Some of it follows what those guys say, and some of it’s my own.
Why are web pages ending?
First, there’s so much more competition.
- Podcasts
- Youtube
- Tik Tok
- Apps
Why do you need to go to a web page?
Second, as I’ve mentioned before, the web experience on mobile is terrible because of the ads. As more and more content consumption occurs on mobile, that will take away from the web page.
Those are things that are happening right now, but AI will do at least two things to hurt web pages even more.
- By simply providing an answer to a question, there will be no need to visit the page.
- AI will start flooding the internet with content, so most pages will be created by AI.
As Alex said on the podcast, “the web will be a bloodbath.”
So Alex raises the question: What is the least disruptible by AI?
Unfortunately, whatever that is today, AI will probably disrupt it tomorrow.
Troy said a publisher should ask “How am I optimizing my content for the next generation of search?”
I don’t like that. Google has played far too large of a role in dictating terms to publishers. You must do things this way if you want to be discovered.
Obviously you have to be discovered if you want to have a media business, but to whatever extent they possibly can, publishers should keep that under their own control, and not dance to Google’s tunes.
Troy also said “The center of your media brand has to be the quality of your ideas, not the distribution channel.”
I like that. And my suggestion is to think of the reader first. How can you help the reader?
Think of technology as a way to serve your audience.
You have to make money, so you need to worry about audience and monetization and all that. Fine. But if you put the monetization first, you make a horrible product.
Here are my recommendations.
- Put the content consumer first.
- Start with the problem you’re solving for people, and allow the distribution channel to grow out of that.
- Maybe you’ll need to be on many different channels.
- But Brian is right, don’t assume you’ll start with a web page.
References
The People vs Algorithms podcast
