The Extinction of the Media Is the Extinction of Marketing (As We Know It) — And Not Just Because of AI

Two years ago, as the Russo-Ukrainian War intensified with Russia’s invasion, I embarked on a new chapter of my life, teaching at university. Amidst the world chaos, my nights were restless, filled with the anxiety of scrolling through social media to check on friends in Ukraine.

Simultaneously, I was navigating the challenges of supporting Ukrainian students in Poland and adjusting to a completely new professional environment.

Zoom Out, Log Out

The advice from my therapist was simple yet profound: “zoom out, log out.” I was encouraged to embrace nature, limit news consumption to once daily, and find solace away from the digital tumult. This advice led me to a significant decision: to consume less news and instead, delve into opinion magazines over newspapers. I made it a practice to periodically uninstall social media apps to maintain mental clarity and manage dopamine levels.

Observing my friends, I noticed a trend towards periodic digital detoxes or even complete disengagement from news and social media. It’s clear we’re becoming more selective with our content, prioritizing quality over quantity, as we can’t possibly keep up with every newsletter or podcast that piques our interest.

Adapting to the Burnout Era

The media landscape is facing a crisis, particularly newspapers, which, despite adopting subscription models, are suffering from recurring layoffs among major publications. This begs the question: what is the future of media in a world increasingly disillusioned with incessant news, which often serves to heighten anxiety rather than inform?

As people strive for a balanced life, prioritizing deep focus, restful sleep, and personal hobbies over digital saturation, the media must find a way to remain relevant and supportive of these wellness goals.

Redefining Media in the Digital Age

Clare Malone’s recent essay offers a glimpse into “The Times’” innovative approach to this challenge. By diversifying its offerings to include high-quality journalism alongside a cooking app, engaging games, and the product-review site Wirecutter, “The Times” is transitioning from a traditional newspaper to a comprehensive digital lifestyle brand.

Is this multifaceted approach the future of media? And how will this strategy resonate with younger generations, who demand instantaneous information?

The Evolution of Engagement and SEO in the Age of AI

The challenge extends to generating views and clicks in an era where platforms like Google prioritize immediate answers through snippets, reducing the need to visit original sources. With the advent of AI tools like ChatGPT, Gemini, and Perplexity, which provide summarized information without necessitating deep dives into content, the landscape of Search Engine Optimization and marketing strategies is undergoing a fundamental shift.

Brands must now focus more on building strong identities and offering value or entertainment, reminiscent of the early days of advertising where creativity and big ideas prevailed.

In the AI-dominated world, there is no place for mediocrity.

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What are your thoughts on the evolving relationship between media consumption, mindfulness, and marketing in our digital age?