Michael Northcott

The New York Times is often seen as the gold standard in digital publishing—but copying its model can blind publishers to their unique strengths. Here’s why it’s time to stop trying to replicate its success.

Artificial intelligence promises faster output and limitless scalability—but publishers hoping it will instantly fix their content woes are likely to be disappointed. The bottlenecks aren’t just technological—they’re human, structural, and strategic.

Publishers have long believed growth means bigger audiences, higher pageviews, and broader reach. But increasingly, success is coming from smaller, deeper connections.

As publishers explore AI-generated narration for news audio, the promise of scale must be weighed against trust, transparency, and the human touch that defines good journalism.

Now in their peak earning years but increasingly selective, millennials aren’t just subscribing for access—they’re subscribing for alignment, agency, and a sense of return. Publishers need to evolve to meet them on new terms.

Open rates and click-throughs get all the attention—but other, less celebrated metrics may be more powerful indicators of long-term newsletter success. Here’s what publishers should be tracking instead.

As publishers rush to embrace artificial intelligence, a more measured approach may prove wiser. Long-term trust, quality, and sustainability depend on resisting the urge to move fast and automate everything.

Publishers talk a lot about owning their audience, but few realise the most powerful first-party data strategy begins with something simple: a high-quality, habit-forming newsletter.

The best newsletters feel tailor-made—yet also familiar and consistent. Striking the right balance between personalisation and predictability is key to long-term engagement.

While publishers worry about newsletter platforms like Substack luring away audiences and writers, the real risk is failing to invest in their own email strategy. The problem isn’t Substack—it’s neglect.