TLDR Tech / Marketing
AI forced Washington Post to rethink paid acquisition, start with journalism
With AI search diminishing organic traffic, publishers like The Washington Post are re-evaluating their paid acquisition strategies to focus on demand creation. The Post discovered that journalist-led video outperformed traditional direct response creative by over four times in click-through rates, and early article promotion boosted conversions by 31% compared to organic reach alone. Their new strategy involves transforming credible, platform-native journalism into paid creative for both new and existing audiences, leveraging existing content assets and providing a human touch in an era of increasing AI-generated content.
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