Tom Pachys, co-founder and CEO, EX.CO
Publishers don’t face small shifts in trends like other industries do. Instead, they’re weathering a relentless wave of changes: algorithm shifts, SEO overhauls, Google cookie deprecation, made-for-advertising sites, ad tech commoditization.
Once, search traffic was a dependable faucet. Now, AI-powered zero-click summaries have rerouted that stream. Organic visits can drop 34% to 79% when AI previews appear in search. In one striking report, news publisher visits plunged from 2.3 billion to 1.7 billion — a 25% loss. More broadly, zero-click search accounted for nearly 69% of news queries as of May 2025, up from 56% in May 2024, as user behavior continues to shift.
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