Publishers have seen changes to the makeup of their traffic accelerate as social media and search priorities shift, and legislation (or proposed legislation) prompts tech companies to pull back from news. The decline in referral traffic will likely lead to more direct engagement by publishers with their audiences. In this quick spotlight, we take a high-level look at data from the LION Sustainability Audits program to see how LION members appear to be adapting to reach their audiences.
Though LION doesn’t collect traffic data by source from member publishers (that is, how much traffic is coming from search, social, direct traffic, or owned products like newsletters), we do ask about the sources of traffic that are effective for members. Through that lens, we are starting to see LIONs diversifying their product and audience strategies.
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