Media startups sidestep Google with direct audiences

As Google-driven traffic dwindles, a new wave of media startups is thriving by courting readers directly through newsletters, events, podcasts, and YouTube. The Bulwark says search ranks “at the very, very bottom” of its growth and claims “Google going to zero” wouldn’t matter. Founders from outlets like Ankler Media, Hell Gate, Aftermath, and Semafor stress exclusive scoops, community, and diversified revenue. Results follow: Semafor profits with premium ads and events; Ankler targets about $10 million this year; Hell Gate nears $850,000 in subscriptions; The Bulwark counts 110,000 paying members.