Beyond the Algorithm: How Publishers Are Fighting Back

An overview of the PPA Independent Publisher Conference, 21 November 2025

AI-driven search traffic is down sharply, with publishers losing up to 30% of their audience to AI tools. While Goalhanger built a 40-million-member community, Condé Nast receives more email than social traffic, and Black Business Magazine now relies on partnerships rather than ads. Last week’s PPA conference delivered the playbook for survival.

Goalhanger: We Don’t Chase Headlines

Jack Davenport and Tracy De Groose opened by critiquing digital media’s focus on algorithms, superficial content, and uniformity. Goalhanger’s success stems from rejecting these trends entirely.

We don’t chase headlines. We rewrite the story. The crucial quality of Bond - he leaves us wanting more.

The Bond reference resonated. Craft matters - every word is intentional, pacing builds anticipation, audiences seek more. This contrasts sharply with headline driven algorithm-optimised content. Goalhanger’s 40 million-strong community, with fans engaging for up to five hours per month, reflects active participatio…