How can local online newsrooms best reach, and keep, their audiences?

That question keeps many news publishers up at night. In the inhospitable internet climate of 2024, between the ambivalence-to-antagonism of social media toward news and the looming threat of AI search decimating Google referrals, the need for alternatives to the two sources that were the foundation of traffic for most newsrooms of the 2010s is existential. (See a recent worrying stat from the nonprofit news sector: From 2022 to 2023, “the average number of unique monthly visitors declined by about one-third,” per the latest INN Index.)

At this inflection point, Local Independent Online News Publishers found more of its members are investing in products that connect them to audiences without a tech intermediary.¹

On Wednesday, LION released a snapshot of data about “how LION members appear to be adapting to reach their audiences,” based on newsroom responses from the last three years of its flagship LION Sustainability Audits program. The organization’s findings are based on responses from 100 newsrooms in 2022, 75 in 2023, and 90 this year, associate director of sustainability audits Andrew Rockway told me in an email. (Applications for 2024 audits remain open until Aug. 30.)

While the number of products per newsroom hasn’t changed significantly from 2022 to 2024, “the types of products LIONs create are changing,” as Rockway and research and evaluation associate Dylan Sanchez write in the brief report. “We’ve seen pronounced increases among LIONs producing newsletters (up to 95% in 2024 from 81% in 2022) and events (up to 60% in 2024 from 34% in 2021).”

Rockway and Sanchez also highlight self-reported data from these newsrooms on the most effective ways audiences find them. “We’ve seen particular growth in newsletters, in-person conversations, and events,” they note, “though the latter two may be reflective of a broader shift back to in-person engagement post-COVID.” (LION does not collect traffic data by source from publishers.)

These results also make clear that search and social media remain top sources of audience discovery for the overwhelming majority of newsrooms. Specifically, “73% of organizations noted direct search as effective in 2024, up from 56% in 2022,” the report notes. Organic social media discovery has also “remained consistently high,” with more than 75% of outlets citing it among the “most effective” sources of audience discovery for the past three years.

You can read the full report here.

1. There’s a philanthropic parallel to this traffic dependency, at LION and across the local news and news support sector: In the past, Meta Journalism Project has been a major source of funding for LION, though it no longer is. The Google News Initiative remains one of LION’s three biggest funders, per its five-year strategic plan. [↩]

Vaping and doomscrolling are both addictive and both bad for you, so why not combine the two? Because look, here’s a touchscreen vape that gets news alerts.

You’re still looking at Twitter to get your news? That’s cool I guess. Me? I get it on my vape pic.twitter.com/PHZi022tXf

— Katie Notopoulos (@katienotopoulos) July 17, 2024

No way we got twitter on my vape pic.twitter.com/Nnaz5fp0Lt

— Jimmer Fredette (@jimfredette32) July 5, 2024

The Swype 30K has a 2.01″ touchscreen and Bluetooth connection to sync with and deliver notifications from your smartphone. (It also has a Find My Phone function.) “There’s a lot to keep you busy when you own this vape,” a reviewer at online vape store EightVape notes. It retails for $19 and is designed to be thrown away.

Carlos Watson’s luck may have run out.

The founder of Ozy — that Google-exec-impersonating, mystery-traffic-generating discoverer of people who have already been discovered — was found guilty Tuesday in his trial in Brooklyn. A jury of his peers found he had indeed engaged in a conspiracy to commit securities fraud, a conspiracy to commit wire fraud, and aggravated identity theft. He now faces up to 37 years in prison; the bail that kept him free throughout his trial has been revoked.

Watson was remanded into custody after the government said he repeatedly perjured himself on the stand. U.S. District Judge Eric Komitee agreed and revoked Watson’s bail. https://t.co/2Riz7E8npS

— Nika Schoonover (@NikaSchoonover) July 16, 2024

At one level, Ozy’s demise matches the fate of so many other VC-funded digital startups from the early-2010s glory days. BuzzFeed is a shadow of its former self. Vice is an empty shell. These were the digital-first companies that were supposed to push aside the analog dinosaurs and become their generation’s Condé Nast, Time Inc., or Knight Ridder. Instead, they’ve been humbled.

But yesterday’s verdict secured one important distinction between Ozy and its digital rivals. Watson’s outfit was, at its highest levels, a criminal enterprise, not just one that made strategic errors and bad management decisions. (Watson now joins his co-founder Samir Rao and former chief of staff Suzee Han as frauds in the eyes of the law. They pleaded guilty to the charges and testified against Watson, who pledges to appeal.)

Indeed, the defense’s main strategy throughout Watson’s trial seemed to be: Maybe we fluffed up a few numbers, but who doesn’t in this business? We just did the same “puffing and bluffing” that those other guys did. His lawyers tried, unsuccessfully, to have the case dismissed for what they called selective prosecution, saying Watson was being prosecuted because of his race. (Roland Martin had thoughts on that.) But in the end, the event at the case’s center — Rao, at Watson’s direction¹, using a voice-changing app to impersonate a Google exec on a call with a potential investor — was enough to illustrate the ethical gap between Ozy and even its most sketchy peers. (Not to mention dragging Google CEO Sundar Pichai into court to testify that, no, he had not offered to buy Ozy for $600 million, at Watson told a different investor.)

Throughout the trial, Watson’s team kept up an active online presence arguing for his innocence (or at least his unfair prosecution). They’ve appeared to fall silent since the verdict; Ozy.com — until this week recast a curated apologia for Watson — has been blanked. The same’s true for TooBlackForBusiness.com, the site which argued at length that Watson was being unfairly persecuted because of his race. But before the Ozy story slips into obscurity, I’ll just note this Instagram post, which lays out an alleged “Timeline of Carlos Watson.” The first item: “1850: Carlos Watson’s grandfather, a runaway slave, escapes,” paired with an image of shackles being broken. It’s certainly possible that story exists in Watson’s family history, but it’s unlikely to involve either of his two grandfathers, who were born in 1892 and 1889.

It cannot be emphasized enough that Watson named Ozy after the Percy Shelley poem “Ozymandias” — an unusual choice, given its content! It appears we’ve finally reached the poem’s end:

And on the pedestal, these words appear:
My name is Ozymandias, King of Kings;
Look on my Works, ye Mighty, and despair!
Nothing beside remains. Round the decay
Of that colossal Wreck, boundless and bare
The lone and level sands stretch far away.

1. Watson denies it was at his direction, saying he walked into the room mid-call. Rao testified that not only was it Watson’s idea, but that he texted Rao throughout the call suggesting talking points. The texts were entered into evidence; you be the judge. [↩]