It works, until it doesn’t.
The Chase
Imagine you’re a news publisher. Your journalism is good, you write original stories, and your website is relatively popular within your editorial niche.
Revenue is earned primarily via advertising. Google search is your biggest source of visitors.
Management demands growth, and elevates traffic to the throne of all key performance indicators. Engagement, loyalty, subscriptions – these are now secondary objectives. Getting the click, that is the driving purpose.
You look at your channels to determine where…
