Marketing is changing, it’s time to adapt.

the era of traffic—chasing scale of anonymous pageviews—officially came to an end.

The models that have worked in the past are not the ones that will work going forward. The ease of distribution that publishers had at the time is going to get significantly harder now that the biggest platforms are resistant to sending their traffic off platform.

Traffic as a unit of currency simply won’t matter anymore. We will need to develop new ways of acquiring and retaining audiences.

And this isn’t a bad thing

The quantity of people may be smaller, but they will more likely be seeking out the information you have.