Publishers Diversify Revenue Streams to Reduce Google Dependence

Publishers are struggling to wean themselves off Google's search traffic, but some companies are finding success in diversifying their revenue streams.

The New York Times is betting big on video production, with a focus on scaling engagement and monetization. However, this strategy comes at a cost, as the company is spending heavily on compensation and benefits expenses.

News Corp's Dow Jones business, which includes The Wall Street Journal, is overwhelmingly a subscription-based model, making it less reliant on ad revenue tied to traffic trends. The Journal has increased its subscription price for new customers from $39.99 to $44.99 and is rolling out higher prices to existing subscribers.

USA Today Co. is also prioritizing direct audience relationships over search traffic, with a focus on building a business that won't need Google as much. The company's digital-only subscription revenue grew 6.8% year-over-year in Q2 2026, while digital advertising revenue decreased 9.2% due to lower page views.

Ziff Davis is diversifying its revenue streams through growth from social platforms, apps, email, and video, as well as revenue from subscriptions and licensing. This diversification is helping offset declines in web traffic and reducing the company's reliance on Google search traffic.