This article distills key takeaways from The Rebooting’s first online forum of 2025, hosted by Brian Morrissey, featuring Mark Zohar, President and CEO of Viafoura, and Bharat Krish, Chief Product Officer at Newsweek. The discussion explored how publishers can adapt to a fragmented media landscape dominated by alternative media, AI, and shifting audience behaviors.
The Rise of Alternative Media and Fragmentation
The media industry is undergoing a seismic shift, with traditional outlets facing competition from alternative media—creators, Substack writers, YouTubers, podcasters, and even anonymous X accounts. Brian Morrissey highlighted that these players aren’t just capturing attention but wielding significant influence, as seen in the 2024 election where X-based discussions shaped narratives and even policy. Viafoura’s data underscores this trend: 40% of adults now get news from influencers, with figures like Joe Rogan commanding audiences twice the size of CNN and The New York Times combined. Social referral traffic has also declined, compounded by third-party cookie deprecation and AI-driven search changes, pushing publishers to prioritize direct, owned audiences.
Building Trust Through Authenticity and Interaction
Trust in traditional media is eroding, with terms like “fake news” amplifying skepticism. Mark Zohar emphasized that publishers must shift from one-way broadcasting to two-way engagement to rebuild trust. Interactive features like live Q&As, polls, and comment sections foster authenticity by connecting journalists directly with audiences. Newsweek’s “Fairness Meter,” where readers rate article impartiality, exemplifies this, driving engagement and brand loyalty. Zohar noted, “The more you open yourself up to questions from an audience, the more authentic, the more trust you’re building.” This approach aligns with audience expectations shaped by social media’s interactivity.
”The more you open yourself up to questions from an audience, the more authentic, the more trust you’re building.
Mark Zohar, President and CEO of Viafoura
Community as a Business Driver
Community engagement isn’t just about connection—it delivers measurable ROI. Viafoura’s data shows active community members visit sites 6.5x more, are 30% more likely to subscribe, and churn 2.5x less than anonymous users. Newsweek’s strategy reflects this: their Fairness Meter and upcoming personalized mobile app aim to convert search-driven traffic into loyal communities. GB News in the UK illustrates this further, with a “Watch Live” page integrating broadcast and digital through real-time audience interaction, driving 2.5 million conversations and habit-forming engagement.
Leveraging AI for Engagement and Scale
AI is reshaping how content is created and consumed. Newsweek’s AI-powered search, built on 600,000 articles, has boosted daily searches from 1,000 to 30,000 by offering personalized, question-driven experiences. Bharat Krish emphasized AI’s role in scaling engagement without breaking the bank, enabling publishers to meet modern audience expectations for tailored content. Additionally, AI-generated community pages are gaining traction on Google Discover, as they offer authentic, expert-driven content that counters AI “slop.”
Product-Led Publishing: A Consumer-First Approach
Bharat Krish highlighted Newsweek’s shift to a product-led model, prioritizing consumer needs over content alone. By hiring product managers from tech giants like Uber and Amazon, Newsweek integrates tech and business strategies to enhance user experiences. Features like feedback-driven search and community tools inform content pipelines, ensuring relevance. This approach treats publishing as a consumer-first business, balancing editorial, tech, and commercial goals to drive growth and retention.
Reclaiming Audiences in 2025
The forum underscored a clear imperative: publishers must reclaim audiences from social platforms by building direct, interactive relationships. Community-driven strategies, powered by AI and authentic engagement, offer a path to loyalty and revenue. As Zohar noted, legacy brands like Newsweek retain strong value but must adapt to a two-way, creator-inspired model to stay competitive. By fostering communities and leveraging AI, publishers can navigate fragmentation and thrive in the evolving information space.