People Inc vs Vox Media

Publishers Shift Away from Google Search Traffic

Publishers are increasingly trying to reduce dependence on Google search traffic by diversifying audience and revenue sources, according to analysis of recent earnings calls. The New York Times is investing heavily in video production; News Corp’s Dow Jones relies primarily on subscriptions; People Inc., USA Today Co. and Ziff Davis are building audiences across social, video and newsletters while growing non-traffic revenue; and BuzzFeed is cutting costs and moving to a flexible contributor model. Publishers face trade-offs — for example, blocking Google crawlers would also remove search referrals — so many are pursuing multi-channel strategies rather than a single replacement for search. The briefing also highlights trends around ads aimed at AI agents, AI-generated summaries, and publisher/industry responses to AI-driven changes in search traffic.

• The New York Times is prioritizing scaling video production, engagement, and monetization as part of its strategy to reduce reliance on search referrals.
• People Inc. reported that about 21% of its traffic comes from Google search, down from 25% the prior quarter.
• News Corp’s Dow Jones derived about 81% of its revenue from circulation and subscriptions in fiscal 2026, with roughly 17% from advertising, per News Corp’s FY2026 filing.

Publishers Cite AI Pressure in Q2 Earnings

Several major publishers — The New York Times, News Corp, USA Today Co. and People Inc. — reported second-quarter earnings showing declines in traffic they attribute primarily to AI. In response, the publishers described a three-part strategy: license content to AI companies where possible, sue or block where licensing isn't feasible, and increase revenue per reader (e.g., subscription or monetization efforts). News Corp CEO Robert Thomson characterized the approach as a "woo and sue" framework. The article analyzes these earnings remarks and the industry-wide implications for publisher monetization and content licensing amid AI-driven distribution changes.

• Traffic is down across the media industry and publishers cited AI as the primary reason.
• The New York Times, News Corp, USA Today Co., and People Inc. reported second-quarter earnings this week that reflected traffic declines.
• Publishers are pursuing a three-part playbook: licensing content to AI companies, suing or blocking where licensing isn't possible, and extracting more revenue from existing readers.

People Inc. Won't Block Google AI Crawlers Yet

People Inc. CEO Neil Vogel said the publisher will not currently block Google’s crawlers because the company still relies on Google search referral traffic. About 21% of People Inc.’s traffic comes from Google search (down from 25% last quarter), and the company reported a 22% year-over-year decline in core sessions, including a 40% YoY drop in Google search traffic. Executives said higher ad rates and growth in non-session-based revenue are helping reduce dependence on search: non-session-based digital revenue grew 16% year over year in Q2 and rose from $108 million in Q2 2025 to $125 million in Q2 2026 (39% to 43% of digital revenue). Management described blocking crawlers as a lever to negotiate better economics but said scale currently favors maintaining access.

• People Inc. will not block Google’s crawlers now, according to CEO Neil Vogel.
• About 21% of People Inc.’s traffic comes from Google search, down from 25% last quarter.
• People Inc. reported a 22% year-over-year decline in core sessions and a 40% year-over-year decline in Google search traffic.

The Verge restructures audience team for post-search era

The Verge, a Vox Media-owned tech publisher, has reorganized its audience development team to prioritize loyal readers over traffic and page views. The team now consists of specialists in newsletters, platform engagement, and audience analytics, replacing generalist roles. The shift is a response to declining search traffic and the rise of AI, with a focus on direct relationships through newsletters, memberships, and subscriptions. The Verge has seen success, with over half of its subscriber acquisitions coming from direct visits to its subscription page. The publisher is also experimenting with paid media and performance marketing, but cautiously, and continues to use organic social marketing and pitching to larger outlets.

• The Verge has reorganized its audience team into specialists for newsletters, platform engagement, and analytics.
• The reorganization is in response to declining search traffic and the rise of AI.
• Over half of The Verge's subscriber acquisitions come from direct visits to its subscription page.

Hit Business & Culture Podcast ‘Tiger Sisters’ Joins the Vox Media Podcast Network

Vox Media today announced a partnership with Tiger Sisters, the fast-growing weekly podcast where sisters Cherie Brooke Luo and Jean Luo unpack money, power, and love–helping their audience navigate life with confidence and clarity. Vox Media will take on sales, marketing, and distribution for the podcast.

Secretary Hillary Rodham Clinton, Kara Swisher, and Vox Media Form Podcast Partnership

The partnership kicks off with a special midterms-focused limited series: “High Stakes.”