Publishers Rethink Audience Teams as Google Search Referrals Decline

Media companies are adapting to a post-Google era by reshaping their teams and strategies. The shift is driven by the decline of Google search referrals, which have been under pressure for some time. According to Barry Adams, founder of Polemic Digital, publishers are moving from chasing clicks to building direct relationships with readers.

USA Today Co. is one example. Monica Richardson, SVP at USA Today, announced a new audience and digital production team, leading to layoffs. The goal is to have a centralized production focus, audience growth within key coverage areas, and off-platform distribution. The company's Q2 earnings showed total revenues decreased 8.3% year-over-year, with digital advertising revenue down 9.2%, partly due to lower page views.

The New York Times is also adapting. Christine Liang has stepped into a new role overseeing AI and off-platform discovery after seven years leading technical SEO. This move signals the Times' growing focus on navigating AI platforms for improved content discovery. The Washington Post added a similar role in October 2025, when Kyle Sutton became head of SEO and AI discovery.