What happens when the platforms we relied on — search engines, social feeds — stop delivering?

From collapsing traffic to changing audience behaviours, the rules of engagement are shifting fast. 

For young media professionals, this isn’t just noise. It’s a call to rethink how we reach people and how we design experiences they’ll actually want to come back to.

We pulled two standout takeaways from recent INMA blogs that speak directly to what’s changing — and where new opportunities are opening up.

 Germán Salazar

Lead product designer at Advance Local in the United States and a member of the INMA Young Professionals Committee.

Search is fading fast — how should media companies pivot?

If you haven’t read the INMA report As Search Ends for News, Here’s What’s Next, I suggest you do. 

Here are the key points in my opinion:

Organic search traffic is collapsing. Social media referrals have already tanked. And now, AI-generated answers are replacing the blue links we relied on for years. One-third of publishers are considered vulnerable. And if you're early in your career, this shift might redefine your entire job path.

The takeaway? Direct audience relationships are everything. Check out the full report for specific data and strategies that can help.

Rebuilding news for the way people actually consume it

VG’s shift to a scrollable, mobile-native homepage isn’t about mimicking TikTok. It’s about removing the friction that kept people from exploring.

Sometimes having AI complete certain tasks creates more work than just relying on human input, which is what The Guardian team found when they tried using an AI tool for live stories. 

The New York Times’ advice to “listen more than you talk” signals a broader shift: Successful media products aren’t broadcast channels, they’re ongoing conversations.

For young professionals, this is a call to build with users, not just for them. Whether you’re designing interfaces, producing content, or pitching new formats, the future favours those who treat the audience like collaborators, not just consumers.

You can read more here:

• VG’s shift to a vertical, interactive experience attracts a wider audience.

• The Guardian tries to teach the machine news sense.

• AI advice from The New York Times: Listen more than you talk.

So what does this mean for your career?

The roles we’re stepping into now won’t look like the ones that existed even a few years ago. 

Skills like SEO and traffic strategy are shifting toward audience development, product thinking, and loyalty-driven storytelling. If you're just starting out, this is the perfect time to build fluency in how content gets discovered without relying on Google.

TL;DR

• Search is declining; direct audience connections are rising.

• Authenticity is the new competitive edge.

Want to contribute to the next post?

Pitch us a quick idea or share an interesting link. Message me at gsalazar@advancelocal.com.

About this newsletter

Today’s newsletter is written by a member of the INMA Young Professionals Committee (YPC), part of the INMA Young Professionals Initiative. The initiative seeks to engage under-30 rising stars to elevate news media, guide the INMA community, and bring new life and energy to an industry undergoing transformation. 

E-mail Anna-Katarina Kölbl, committee chair, at anna-katharina.koelbl@funkemedien.de with thoughts, suggestions, and questions.

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