ABSTRACT
With the decline of print publishing in news, and the arrival of digital-first entrants, what used to be separate verticals can be viewed as a single, circa $65 billion revenue digital publishing sector. Content types vary massively, but the business principles of strong editorial/journalism, a clearly delineated niche, good distribution and smart personalisation and distribution technology (including AI) are universal. Business development in this sector requires clear market analysis, rigorous editorial and commercial positioning, a robust tech platform, reputational awareness and high-quality delivery – whether for a legacy title pivoting to digital, or a start-up. Production requires investment in content and creative staff. Distribution needs a robust platform, effective digital marketing and other technology, including AI. Monetisation is achieved through seven possible mechanisms, of which the principal ones are advertising, branded content, subscription and e-commerce. AI tools are strong in distribution and targeting technologies, but in common with the wider pattern in the media industry, they are increasingly being used in story research, semantic analysis and now even copy writing. The analytical dimensions of AI-assisted journalism also apply to other fields, particularly misinformation detection, financial trading and national security.
