The homepage was the entry point, the digital equivalent of the front page, before social media and search engines became the dominant means for readers to find content. But now that X/Twitter, Facebook and Google are directing less traffic to news sites — all while AI summaries to online queries allow readers to bypass news links altogether — news organizations have rediscovered the value of keeping readers on their own platforms.
Or as Local Media Association Chief Innovative Officer Frank Mungeam puts it: “When you build your sand castle on someone else’s beach, ultimately it’s their beach, they can change the rules, and the tide can come in and wipe out your work.”
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