A new INMA report warns that traditional search traffic to news sites could fall rapidly and urges publishers to innovate with zero-search engagement models and diversified content strategies.
Publishers must urgently rethink how they engage audiences as traditional search traffic to news websites could drop to near zero within the next two to three years, according to a new report from the International News Media Association (INMA).
Titled As Search Ends for News, Here Is What’s Next, the report outlines how user habits are shifting from traditional web searches to AI-powered summaries and answer engines that bypass publisher websites altogether. It warns that this shift could upend business models built around search referrals and advertising revenue.
More than half of Google searches now end without a click to a publisher site, the report notes, signalling a steep decline in referral traffic. Around a third of publishers are considered at high risk of disruption –particularly those without strong subscription offerings or direct relationships with readers.
Authored by INMA’s Ideas Blog Editor Paula Felps, the report urges newsrooms to adopt what it calls “zero-search” engagement strategies. These include building discovery funnels that prioritise direct audience contact – such as newsletters, apps, push notifications and messaging platforms – to counter a past over-reliance on search platforms.
“Search isn’t dead,” the report states, “but it is no longer reliable as a traffic driver.” Instead, publishers must adapt to a world where users consume information in more fragmented and platform-specific ways, often without visiting the original news source.
It also calls for broader content innovation, warning that many newsrooms are still producing content optimised for SEO rather than tailored for audience needs or behaviours. As discovery methods diversify, so too must the formats and channels publishers use to reach readers.
Felps writes that publishers must now plan for a near-future in which they no longer control the pathways to their content. “To remain relevant, news organisations must take ownership of engagement and reimagine how audiences find and interact with journalism,” she concludes.
The report highlights the need for cross-functional coordination between editorial, product and revenue teams to respond to declining search traffic – and for a fundamental rethink of how journalism reaches the public in an AI-dominated environment.
Source: Noah Wire Services
- https://www.inma.org/blogs/smart-data-initiative/post.cfm/ai-generated-summaries-increase-reader-engagement-at-vg – This article discusses how Verdens Gang (VG) in Norway implemented AI-generated summaries for every article, leading to increased reader engagement, with 74% of readers stating that the summary provided an introduction and made them want to read the article.
- https://www.thedailyfactum.com/article/google-new-ai-generated-summaries-sparking-concerns-amongst-publishers – This piece highlights concerns among publishers regarding Google’s AI-generated summaries, noting that these summaries could reduce traffic to their sites as users may not need to click through to the original articles.
- https://www.forbes.com/councils/forbesbusinesscouncil/2024/08/15/ai-is-challenging-the-way-publishers-earn-one-solution-offers-a-fix/ – This article addresses how AI is challenging traditional revenue models for publishers, suggesting that some are licensing their content to AI companies or transitioning to subscription-based models to protect their content behind paywalls.
- https://www.themagpost.com/post/the-impact-of-ai-generated-summaries-on-modern-journalism – This article discusses how media outlets are investing in platforms like email newsletters and text messaging to foster direct connections with readers, aiming to reduce dependence on search engines and encourage direct engagement with content.
- https://www.theatlantic.com/technology/archive/2024/05/fatal-flaw-publishers-making-openai-deals/678477/?utm_source=apple_news – This article critiques media companies’ partnerships with AI firms, arguing that such deals may undermine their core operations and lead to closures, urging publishers to focus on preserving their journalistic integrity and intellectual property.
- https://www.thedailyfactum.com/article/google-new-ai-generated-summaries-sparking-concerns-amongst-publishers – This article highlights concerns among publishers regarding Google’s AI-generated summaries, noting that these summaries could reduce traffic to their sites as users may not need to click through to the original articles.
- https://indianprinterpublisher.com/blog/2025/05/impact-on-news-publishers/ – Please view link – unable to able to access data
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative is based on a recent report from the International News Media Association (INMA), but lacks specific recent events or figures that could definitively date it. However, the context suggests it is contemporary, discussing current challenges and future projections for news publishing.
Quotes check
Score:
6
Notes:
The text includes statements attributed to Paula Felps but does not provide direct quotes that can be verified against an original source. The origin of the quotes cannot be confirmed without further research.
Source reliability
Score:
7
Notes:
The narrative originates from a reputable industry publication, Indian Printer and Publisher, which suggests a level of authority on media-related topics. However, it does not originate from a major international news agency like BBC or Reuters.
Plausability check
Score:
9
Notes:
The claims about shifts in news consumption and the impact of AI are plausible and align with broader trends in media and technology. The narrative projects future scenarios based on current trends, which are well-supported by the ongoing evolution of search and media technologies.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative appears to be contemporary and addresses plausible changes in news consumption. While the source is not from a very large global news outlet, it is relevant to the media industry. The lack of direct quotes in the narrative slightly reduces confidence in its originality.
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