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How Metro scored big on Reddit, Perplexity's bid for TikTok, and Google hunting EU white-label sites - all in this week's Content Aware.
Corbidge comments on... the rocking of the AI boat
With AI submarine DeepSeek emerging unexpected from the LLM waters to torpedo some of the old guard's hubris, the major players are getting a taste of their own medicine. Our resident content guru looks at the case which is putting the "AI" in panic.
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How Which? conquered TikTok
Is TikTok a channel for you? Need some tips? Assuming it doesn’t get banned, check out tips from Hannah Ballantyne of UK icon Which?, who talks about how the rights and reviews publication turned the social channel into a major new route to audiences. Is it working? Well, the view count has topped 50m, and the plaudits are flowing, including Best Use of Social Media at the 2024 British Society of Magazine Editors Awards. Kudos!
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Metro's winning Reddit strategy
In a similar theme, London title Metro gives insight into using social site Reddit as an audience channel. They talk about bans, popularity, shifting focus from large to niche communities, and building relationship.
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Quartz's AI newsroom: cutting corners or cutting-edge?
Business title Quartz dipped its tow into AI-generated articles - to mixed reactions. Its “Quartz Intelligence Newsroom” bot summarises other sites’ work, compressing them into shorter pieces without quotes or much in the way of meat. Is this a case of doing what the likes of Google do? Their defence is that it frees their staff to real original journalism.
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Perplexity AI eyes TikTok
The competition for TikTok's US operations intensifies, with content thieves/AI nice guys (delete as appropriate) Perplexity AI making a surprise bid. Their proposal has a twist, suggesting the creation of a new company involving TikTok US, ByteDance, and the US government. Their content deals with publishers might be old hat if they land this source of training data.
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Google to tackle UK fake reviews
Following pressure from the UK's Competition and Markets Authority (CMA), Google will implement changes to combat fake reviews, including warnings and deactivation for repeat offenders. While this is a positive step towards transparency, effective enforcement will be key.
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Newsweek's $90M revenue surge signals historic turnaround
In celebration of its 93rd anniversary, Newsweek reported a notable $90 million in revenue, marking a significant and impressive resurgence in its commercial performance. Dig into the reasons here.
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Google on the hunt for white-label sites in Europe
Google is targeting white-label sites in Europe, low quality sites rustled up to harvest ad cash and search-based traffic. Good news indeed, especially in light of growing concerns over the credibility and reliability of news sources.
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SEO, friends, and awards
In case you're in the mood to win awards, make haste and register for the Friends of Search awards. One more day left!
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