I am not someone who believes things are changing all that quickly in media right now. Certainly, I see lots of announcements — launches, closures, layoffs, M&As — but mostly it all feels like nothing new under the sun. The big story of the last few years has been the retreat of digital natives — Vice, BuzzFeed, Vox. But what’s really new?

A lot of what we will continue to see is back to basics. Operationally though, that’s a lot: collecting and interpreting data, connecting with readers using tools like newsletters, managing site inventory, adapting subscriptions offers; and on and on and on. So many vendors, so many promises. The trick is in doing it well.

But the fundamentals are going nowhere fast. Spoiler alert: advertiser-supported media is no place to pin your dreams. You simply must build your business around your audience, monetizing in all the ways that make sense for your brand. For most — including us at MIT Technology Review — an important step is a robust subscription strategy. Maybe after that, you can build out events and/or commerce and/or some sort of premium content. But all of it — simply all of it — must map back to who you’re reaching, what value you provide them, and where else they are willing to follow you.

I’m of the belief that 2023 probably won’t be all that different from 2022. Yes, a weaker economy will hurt: more companies will shut down. Sadly, more jobs will be eliminated. But we’ve seen all that before. The biggest question will be why your audience should be loyal to you. Why read MIT Technology Review when Wired exists, or The Verge? Why read Semafor when there’s The Economist? Why The Athletic instead of ESPN?

Figuring that out is the key for any successful publisher.