Future Media w/ Ricky Sutton and Chapell The Boston Globe sees quality convert as AI crushes clickbait
10 snips
Oct 11, 2025 Marc Choquette, the SEO head at The Boston Globe, discusses the evolving landscape of journalism amid AI advancements. He shares insights on why original local reporting is thriving while clickbait struggles. Marc highlights the Globe's strategy of 'ship, learn, and repeat' in response to search trends and AI impacts. He delves into the resilience of subscription models and the importance of engaging local audiences. Optimism prevails as he envisions future collaboration between publishers and AI, offering hope for sustainable journalism.
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Episode notes
AI's Impact Is Uneven
- AI-driven search is changing behavior but its impact is uneven across sites.
- Original local reporting resists AI disruption while commoditized content gets eaten quickly.
Keep SEO But Plan For Less Search
- Do not abandon SEO even as AI grows; continue focusing on what works now.
- Also plan for a future with far less search-driven acquisition by diversifying channels.
Commoditized Content Is At Higher Risk
- Sites with evergreen, commoditized content are more vulnerable to LLMs.
- Breaking news and unique reporting remain stronger acquisition drivers.